What's Happening?
Research by Thinkbox and Tapestry Research reveals that TV advertising is the most effective medium for sustaining consumer purchase intent over an eight-week period. The study tracked post-campaign effects
among nearly 20,000 UK adults, showing that purchase intent among those exposed to TV ads fell by 14%, compared to 26% for social media. TV also enhances the impact of other media channels, increasing their effectiveness by 26% when included in campaigns.
Why It's Important?
The findings underscore TV's enduring influence in advertising, highlighting its ability to sustain consumer engagement and drive purchase decisions. As marketers seek effective strategies to maximize advertising impact, TV's role in enhancing the longevity of campaigns becomes increasingly valuable. The research also emphasizes the importance of integrating TV with other media to optimize advertising outcomes and reach diverse audiences.
