The research – a partnership between creative effectiveness platform System1 and broadcaster ITV – forms the basis of Break Through, a guide for businesses looking to enter the modern TV advertising arena.
Why TV advertising matters
While the media landscape is increasingly fragmented, television still has the potential to reach 90% of the adult population in the UK every week. It’s uniquely powerful for extending the reach and depth of attention and one of the best ways to connect audiences with brands, despite the high cost. According to recent research on WARC, TV should take at least 45-50% of a brand’s budget to influence a brand’s pricing power and profitability.
Tell me more about the study
System1 analysed 500 ads from 169 businesses that had advertised on ITV’s database. All the ads aired between 2020 and 2024, and none of the businesses had advertised on TV in the last 20 years.
The research used System1’s Test Your Ad metrics – Star Rating (a prediction of long-term market share growth); Spike Rating (the short-term sales potential); and Fluency Rating (the strength of brand recognition) – to see how well they performed creatively. It also tested the emotional response to the ads and how the effectiveness metrics evolved over three years.
The report also includes insights into measurement and media planning.
Takeaways
- New-to-TV ads are becoming more effective: In 2020, new-to-TV business ads rated ‘low’ on key metrics and had an average 1.7 Star Rating. In 2024, these ads now achieve ‘modest’ ratings across all metrics, with an average Star Rating of 2.4, which is the same as the UK average.
- Consistency boosts results: After three years, average Star Ratings rise from 2.3 in the first year, to 2.4 in the second, and 2.6 by year three, surpassing the UK average.
- Patience pays off: While new-to-TV brands may initially trail the TV average in short-term sales potential (Spike Rating) and brand recognition (Fluency Rating), perseverance and consistency eventually lead to increased brand awareness, stronger distinctive assets and increased business potential.
Who did it best?
There are best-in-class examples from several brands, including Shaken Udder and Butternut Box. But the star performer is Childs Farm, which makes a range of sensitive skincare products for children. In the report analysis, it was awarded a 5.7 Star Rating, a 1.46 Spike Rating – both considered exceptional – and 85% Fluency for its ad.
“This new research demonstrates how even brands who haven’t advertised before can, if they get their creative right, be launched into popular culture and see their profitability over the long term grow”
added Jon Evans, Chief Customer Officer, System1.
Source: warc.com
