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October 21, 2015

The Winner, And Still, Heavyweight Champion Of The World Of Advertising: Tv

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

In 2015, television remains the most results-successful advertising medium, according to new research conducted by marketing-analytics company MarketShare (Download full report). From 2009 to 2014, TV beat digital and offline channels in driving sales and new business for major advertisers.

With competition from Netflix and a host of new digital video providers, the television industry has undergone seismic changes over the last five years. But one thing has remained constant: TV is still by far the most effective advertising medium.

Among the study’s key findings is: MarketShare analyzed advertising performance across industry and media outlets like television, online display, paid search, print, and radio advertising and found that TV has the highest efficiency at achieving key performance indicators, or KPIs, like sales and new accounts. When comparing performance at similar spending levels, TV averaged four times the sales lift of digital.

“When you want to get a message out, television is still the most powerful means to do it,” said Isaac Weber, MarketShare’s vice president of strategy.

One caveat, however, especially for brands with smaller ad budgets. While efficient in terms of results, TV is expensive to produce—properly. A TV campaign or spot with low production values doesn’t do any brand any good. But if you have the budget for an engagingly creative spot with high quality production, TV advertising still rules.