Most advertising profit arrives after the first 13 weeks
24%
immediate (week 1)
18%
carryover (wks 2-13)
58%
sustained (wk 14-2 yrs)
Only 24% of advertising-generated profit arrives in the week of the ad, and 18% more in weeks 2-13. The remaining 58% comes from sustained effects between week 14 and two years.
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StatAdvertising's profit return more than doubles once sustained effects are countedStatTV 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 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