SET: plan media on Scale, Efficiency and Time, not brand vs performance
Instead of splitting media into 'brand' and 'performance', judge every channel on three dimensions: Scale (size of the effect on the business), Efficiency (ratio of cost to payback) and Time (when the payback arrives). Brand TV can drive immediate sales, and few channels deliver on only one dimension.
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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 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 sector