Linear TV is the second-biggest driver of same-week ad profit
% of immediate ad profit
Generic PPC30.5%
Linear TV20.5%
Paid Social15.1%
Immediate payback (profit in the same week as the ad) is not exclusive to 'performance' media. Generic PPC drives the largest share (30.5%), but linear TV is second at 20.5%, ahead of Paid Social (15.1%), Audio (8.6%) and BVOD (7.3%).
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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 profitStatLinear TV can absorb far more weekly spend before it stops paying backPrincipleSaturation point: the last pound that still pays for itselfStatTV 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