Linear TV is the single biggest driver of advertising profit
% share
share of spend35.0%
share of full profit46.6%
Linear TV alone took 35.0% of spend and generated 46.6% of full advertising-generated profit, with a full profit ROI of £5.94 per £1, the largest single profit driver in the study.
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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 can absorb far more weekly spend before it stops paying backPrincipleSaturation 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