Analysis of 14 brands with a combined spend of £283m revealed an average uplift of 15.4% in tracked paid social media performance when advertisers concurrently ran “significant weights” of TV advertising. The study also found double-digit uplifts in brand PPC (12.2%) and generic PPC (13.1%) when accompanied by TV.
Why TV matters to performance
As outlined in WARC’s recent The Multiplier Effect report, the separation of brand and performance advertising has led to siloed thinking, short-termism and declining returns. Marketers have been quick to dial up performance marketing at the expense of brand-building activity, and vice versa. However, a growing bank of evidence suggests these levers are best pulled in a coordinated fashion.
TV x performance channels
Speaking at Thinkbox’s Trends in TV 2025 event in London, EssenceMediacom’s Rich Kirk and George Gloyn revealed that lower funnel response channels see on average a 13.7% improvement in performance when TV is live.
Analysis across 30 combinations of brand and channel across categories showed that in the “vast majority” of instances there was an uplift in tracked performance when flighted with TV. Separately, in a follow-up to the recent Profit Ability 2 study, Kirk and Gloyn also revealed fresh research into the impact of removing TV from media plans.
Removing TV completely from the mix as part of a budget reduction leads to an average of 24% “less profit” within three months, and a 60% drop over two years.
As such, Kirk and Gloyn argued that UK businesses may be losing out on up to £28bn in profit as a result of “sub-optimal” budget allocation.
“By removing TV, you’re going to see those channels you’re reliant on for performance drop away.”
adds George Gloyn, EssenceMediacom
Source: warc.com