TV pays back slower than search but overtakes it within two weeks
weeks to full short-term effect
Linear TV8 wks
Generic PPC2 wks
Linear TV takes about 8 weeks to realise its full short-term effect, while Generic PPC takes about 2. Because TV's total effect is bigger, its cumulative profit overtakes PPC's after roughly two weeks.
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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'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