New ThinkTV study aims to quantify ROI of TV advertising

Research group claims new landmark study is about understanding the sales impact of media channels for marketing in Australia

TV research and marketing firm, ThinkTV, is looking to quantify the value and return on investment for television advertisers in Australia with a new $1 million research study.

The group has partnered with marketing analytics specialist, Ebiquity UK, on what it claims is a world-first study to provide the sales impact, contribution and ROI of five media channels including TV, radio, press, online and outdoor. As part of the Payback Australia project, 20 of Australia’s top advertisers will contribute real sales and campaign data stretching back over the last three years.

The study comes off the back of work conducted by Ebiquity with TV marketing body, Thinkbox, on the effectiveness of advertising and different media channels. That UK project, undertaken in 2014 and involving an econometric analysis of more than 4500 ad campaigns across 10 advertising sectors and spanning seven years, found TV advertising to be twice as effective at creating sales uplift than the next best performing medium.

The first wave of research will focus on the FMCG space and look at large advertisers such as Unilever, Kimberly-Clark, Goodman Fielder, Sanitarium and Lindt.

“Unlike other studies that analyse already modelled data, this research is using actual data from advertisers to provide a clear and consistent view of the return on investment of different media,” said ThinkTV’s recently appointed CEO, Kim Portrate.

In contrast to using metrics such as brand preference and awareness, the Payback Australia study is about understanding the specific dollar return on investment for advertisers based on each dollar they spend. It is due to be completed by the first quarter of 2017.

“The research will, for the first time, provide the market with robust industry benchmarks for a variety of categories and gives advertisers the tools to optimise their media investments effectively and efficiently to drive bottom-line success in their businesses,” Portrate said.

ThinkTV was formed in July by founding members, Nine Network, Seven Network, Network Ten and Multi Channel Network/Foxtel.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in