Linear TV can absorb far more weekly spend before it stops paying back
weekly saturation point (immediate payback)
Linear TV£330k
Print£123k
Paid Social£31k
Based on immediate payback, linear TV stays profitable (each extra £1 still returns at least £1 of profit) up to about £330,000 a week on average. Print saturates at £123,000, Online Video at £40,000, and Paid Social and Online Display at £31,000.
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StatAdvertising's profit return more than doubles once sustained effects are countedStatMost advertising profit arrives after the first 13 weeksStatTV generates a bigger share of ad profit than its share of spendStatLinear TV is the single biggest driver of advertising profitPrincipleSaturation point: the last pound that still pays for itselfStatLinear TV is the second-biggest driver of same-week ad profitStatTV pays back slower than search but overtakes it within two weeksStatTV's effect carries over between weeks far longer than search or displayStatTV's long-term multiplier is more than double search'sStatAutomotive and FMCG get the most of their ad return in the long termStatAd profitability depends heavily on the sectorWarningShort-term ROI makes profitable FMCG advertising look like a loss