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Payback Australia: FMCG

TV creates the best return on investment for FMCG brands in Australia easily beating online video, online display, radio, press and outdoor advertising.

Payback found that every $1 invested in TV advertising generated a return of $1.74 and TV was the only media in the study that generated a positive short term ROI for the nine participating FMCG brands including Unilever, Pfizer, Lindt, Kimberly-Clark, Goodman Fielder, Sanitarium and McCain.

The nine advertisers, which collectively spend more than $200 million on advertising per annum, gave Ebiquity access to three years of raw sales and campaign data.

The study found online video returned 72 cents for every dollar invested, online display 41 cents, print returned 79 cents, radio 71 cents and out-of-home 62 cents.

Payback also found that TV retains approximately 65% of its of its impact ahead of outdoor on 28%, online video on 23%, online display on 22%, print on 19% and radio on 17%.

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