Please fill in your details below to access this file

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%.

Share this article

More like this

Media Engine: Power up the revenue returns of your next campaign

Facts & Stats / The Payback Series

Media Engine: Power up the revenue returns of your next campaign

With a wealth of econometric and campaign learnings at our fingertips, we wanted to find a way to help ensure your briefs are grounded in facts. Because smart strategies, powered […]

Media Optimisation: The Cheat Sheet

Facts & Stats / The Payback Series

Media Optimisation: The Cheat Sheet

While some channels burn bright and fast, TV burns bright and long, generating results in both the short- and longer-term.

Research reveals the difference between efficient and effective ROI

Facts & Stats / The Payback Series

Research reveals the difference between efficient and effective ROI

The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI).

Total TV generates business demand in the short and long-term

Facts & Stats / The Payback Series

Total TV generates business demand in the short and long-term

The latest edition of The Payback Series demonstrates Total TV’s ability to generate demand for Australian businesses in a multitude of categories across a range of time frames.

Maximising Payback

Facts & Stats / The Payback Series

Maximising Payback

Ebiquity’s advice for FMCG, Finance and Automotive sectors is to increase the average percentage of media budgets allocated to TV.

Payback Australia: Full Report

Facts & Stats / The Payback Series

Payback Australia: Full Report

A $1 million study by leading independent marketing analytics firm Ebiquity found that TV is the most efficient media channel when indexed across key participants from four of the economy’s […]

Payback Australia: Auto

Facts & Stats / The Payback Series

Payback Australia: Auto

The Payback Study saw Ebiquity model $450 million in media spend against three years of sales data for four automotive brands.