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Global TV Group research shows how TV drives business outcomes

| 02 May 2021
The Global TV Group, the informal grouping of TV companies and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, has released the first of three topical updates of its Global TV Deck planned for 2021.
The compendium gathers research summaries from various countries and covers critical studies as “The Halo Effect: TV As A Growth Engine” (VAB/Effectv), “Not all reach is equal” (Screenforce DACH/Karen Nelson-Field), “TV Drives Advertising Effectiveness that Lasts” (Accenture/thinktv Canada), and “Profitability: The Business Case for Advertising” (Thinkbox/Ebiquity/Gain Theory).
Findings show that within the first fortnight of a campaign, TV delivers on average 23% of media-driven sales, while campaigns with a 70% to 90% coverage deliver the best possible impact in terms of contribution to sales and penetration. ....

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Tess Alps: How I learned to love advertising and other stories

Tess Alps: How I learned to love advertising and other stories
The former head of Thinkbox looks back over her career, including eschewing a life treading the boards, the single ad that sparked her enduring love for advertising and why she is not about to stop championing TV.
by Tess Alps
Free email bulletins ....

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