TV's effect carries over between weeks far longer than search or display
mean weekly adstock carryover
Linear TV66%
Paid Social25%
Generic PPC24%
The weekly adstock carryover rate, the share of an ad's effect that persists into the next week, averages 66% for linear TV against 24% for Generic PPC and Online Display and 25% for Paid Social.
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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 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