Leading automotive brands join $1 million “Payback’ study into media return on investment
Posted on 6th March 2017 in Media Releases
ThinkTV is pleased to announce that four of the top 15 auto brands in Australia have agreed to join the second tranche of its A$1 million world-first “Payback Australia” study into media return on investment.
The automotive manufacturers will each give three years of raw campaign and sales data to Ebiquity, the leading, independent marketing analytics firm, which is carrying out the study, at arm’s length, for ThinkTV.
Commanding a combined advertising budget of more than $80 million annually, the brands are a mix of both large and smaller auto makers in order to ensure a significant and broad sample.
Results are expected in May, providing unprecedented quantitative insights into the effectiveness of the local automotive category’s $700 million-plus annual media spend.
Kim Portrate, Chief Executive of ThinkTV, said: “We know that marketers are trying to drive growth in really difficult conditions and one of the few levers to grow your business is media.
“We already know from wave one of Ebiquity’s Payback Australia study that today’s multi-platform TV leads the way in driving sales in the consumer packaged goods industry. Now we will discover how TV fares against other media for the automotive industry.”
Richard Basil-Jones, Ebiquity’s Managing Director, added: “The automotive category represented over $700 million of advertising spend across Australian main media including TV, Radio, Out of Home and Press in 2016 – the third largest category in Australia.
“In this highly competitive category, automotive advertisers are wanting to better understand what impact on sales each media channel delivers in terms of their return on investment. The next phase of the Payback Australia study will help provide those answers”.
Phase one of Payback Australia, involving advertisers such as Unilever, Pfizer and Kimberly-Clark, showed that TV creates by far the best return on investment for consumer packaged goods brands in Australia, easily beating online video, online display, radio, press, and outdoor advertising.
The independent, econometric study found that every $1 invested in TV advertising generated a return of $1.74. TV was the only media in the study that generated a positive short term revenue ROI for the nine participating FMCG brands, which collectively spend more than $200 million on advertising per annum.
Participants for phase three and four of the study, including finance participants, will be announced shortly.
About Ebiquity UK
Ebiquity is a leading independent marketing analytics specialist. It guides its clients through an ever- changing marketing landscape,
helping them optimise effectiveness and achieve business success. Ebiquity has 1,100 clients that include more than 80% of the world’s
largest advertisers. Ebiquity is the Effectiveness Partner of the World Federation of Advertisers.
News / Media Releases / 27th Sep 2021
A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate […]
News / Media Releases / 16th Aug 2021
Total TV revenue is up 12 per cent for the 12 months while BVOD surges ahead by 63 per cent. ThinkTV has today announced the total TV advertising revenue figures […]
News / Media Releases / 19th Jul 2021
Edition Five of The Payback Series shows how to maximise return on investment by choosing channels with the ability to deliver positive ROI as well as short and long-term sales. […]
News / Media Releases / 25th Feb 2021
The latest edition of The Payback Series demonstrates TV’s ability to generate demand for Australian businesses in a multitude of categories across a range of time frames. An Australian-first study […]
News / Media Releases / 8th Feb 2021
TV continues to outperform the broader advertising market recording a 0.5% increase in revenue for the six months to 30 December 2020, while BVOD increased 52.7% for the same period. […]
News / Media Releases / 5th Aug 2020
TV outperforms the broader advertising market recording a 13.7% drop in revenue for the 12 months to June 30. ThinkTV has today announced the total TV advertising revenue figures for […]
News / Media Releases / 1st Jun 2020
TV is the most influential channel for encouraging downloads of the COVIDSafe app with Australians labelling Facebook and YouTube “untrustworthy” in providing vital information during CV-19 according to new study. […]
News / Media Releases / 4th May 2020
Australia’s leading premium content creation companies have joined together to launch a campaign alerting marketers to the competitive advantages of maintaining advertising investment during CV-19. The ‘When they go dark, […]
News / Media Releases / 5th Feb 2020
BVOD, Australia’s fastest-growing advertising medium, saw a revenue increase of 42.8% for the same period ThinkTV has today announced the total TV advertising revenue figures for the 12 and six […]
News / Media Releases / 2nd Dec 2019
The buying platform will allow agencies to monetise the datasets provided by the forthcoming VOZ database and simplify the buying of TV across platforms In a world-first, Australian broadcasters have […]