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Short & long term success

Today’s brands need to balance short- and long-term marketing activities. Short-term results such as sales and leads matter, but so does long-term brand building. Few mediums have the versatility to deliver on both like TV does.

Today’s brands need to balance short- and long-term marketing activities.

Of course we couldn’t talk about short and long term marketing results without mentioning the godfathers of marketing effectiveness, Peter Field and Les Binet. Field and Binet’s research has established that today’s brands cannot afford to simply focus on the short term.

Yes, short-term sales figures matter but they need to be balanced with long-term brand building activities. And if you’re looking to get the balance right, look no further than TV.

Research shows TV has the ability to play at both ends of the marketing funnel. Just ask tradesperson platform hipages.

Hipages was experiencing a brand awareness problem and naturally turned to TV to help solve it but the business also found advertising on TV delivered almost instant results with a sharp increase in app downloads and job listings.

View all our facts & stats

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.

Fact Pack: Jul to Dec 2020

Facts & Stats / ThinkTV Fact Packs

Fact Pack: Jul to Dec 2020

Packed with all the latest ‘need-to-know’ facts to help you plan effective campaigns, ThinkTV’s latest Fact Pack offers a detailed snapshot of TV audience data.

Not all video is created equal

Facts & Stats / The Effie Awards

Not all video is created equal

Why Australia’s most effective campaigns choose TV

Fact Pack: Jan to June 2020

Facts & Stats / ThinkTV Fact Packs

Fact Pack: Jan to June 2020

Packed with facts and stats to help you plan effective campaigns, ThinkTV’s January to June 2020 Fact Pack offers a detailed snapshot of TV audience data for the first half […]

Not all reach is equal: TV commands more attention than social video

Facts & Stats / The Benchmark Series

Not all reach is equal: TV commands more attention than social video

BVOD consumption

Facts & Stats

BVOD consumption

Australia’s fastest-growing media channel continues to accelerate.

Today’s TV

Facts & Stats / Global

Today’s TV

As TV continues to evolve, it is important to understand what “watching TV” really looks like in households around the world, how viewers are navigating through the ever-changing and expanding […]

Fact Pack: July to Dec 2019

Facts & Stats / ThinkTV Fact Packs

Fact Pack: July to Dec 2019

Jam-packed with information on the state of TV, ThinkTV’s July to December 2019 Fact Pack provides a comprehensive overview of audience data for the second half of 2019.

Australian Advertising Effectiveness Rules

Facts & Stats / The Effie Awards

Australian Advertising Effectiveness Rules

What can two years of Australia’s most effective campaigns tell us?

The Benchmark Series: Cross Screen Effects

Facts & Stats / The Benchmark Series

The Benchmark Series: Cross Screen Effects

The results from The Benchmark Series have consistently demonstrated that the superior screen coverage and viewability of TV drives greater attention and delivers higher sales impact than social video, irrespective […]