According to a survey commissioned by U.S. cable television network Turner Broadcasting and media agency Horizon Media and conducted by marketing analytics company MarketShare, television advertising was the most effective in increasing sales, Ad Age reported. The study examined the effectiveness of more than 1,000 marketing campaigns over a five-year period from 2010 to 2014 in achieving KPIs such as sales and new customers in the United States through television, online display, paid search, print, and radio.
Television proved more effective than digital media, generating six times more sales growth than online, particularly in the automotive and telecommunications sectors. Although television's effectiveness in generating sales growth declined by 1.5% between 2012 and 2014, online saw a much larger decline of 10.3%.
Howard Simel, Turner's research director, said, "Reach is important, but it's even more important to translate that reach into actual sales. We should pay sufficient attention not only to ratings but also to effectiveness."
Source: Ad Age
Forget Ad Avoidance, Growth of Digital -- TV Holding Its Own
