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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Well, I wish we could change the situation. But I am not sure it's possible.

Patricia Miller

Does social media make astroturfing acceptable?

Read more

Latest Podcast

More podcasts

Sign in