Study: TV advertising works better than print and posters
The comprehensive intermedia advertising impact study carried out by Publisuisse in Switzerland shows: Advertising on television achieves the best effect!
The comprehensive intermedia advertising impact study conducted in Switzerland by Publisuisse in close cooperation with Advico Young & Rubicam, Media Focus and Prof. DR. Klaus Neusser from the Institute of Econometrics at the University of Berne, allows the conclusion to be drawn: advertising on television achieves the best effect!
The study comes to the following core conclusion: the higher the proportion of television in the media mix, the higher the brand value. This means that the 100 most successful brands in 2005 had an average television share of 40 percent in the media mix. This share decreases in step with the decrease in brand value.
The study shows that brands that have increased their TV share of advertising expenditure have seen above-average growth in brand value. Brands that have increased their print share show below-average development. Matthias Gehrig from Media Focus explains the result as follows: "The evidence that TV is superior to other media types in terms of advertising impact must be described as overwhelming in its entirety." The results show, among other things, that the most successful brands give television a very high weighting in their media mix. In other words, the higher the brand value, the higher the proportion of television in the media mix. The chart above shows that the 100 brands with the highest brand value in 2005 had an average share of television in the media mix of 40 percent. This proportion falls steadily as the brand value decreases. The study proves that television is effective and outperforms other media types in terms of its impact on brand evaluation. It also shows that television advertising has a substantial long-term impact on brand perception and that the effect is immediate. This means that brand perception can also be changed in the short term.
The study is based on a comprehensive data fusion between the advertising statistics of Media Focus and the BrandAsset Valuator study by Advico Young & Rubicam, the largest brand study in Switzerland. Various economic methods were used to compare the split of advertising expenditure (TV, print, billboard, other media) for 583 brands with the various elements of brand value (differentiation, relevance, esteem, familiarity, brand stature, brand vitality and brand value). In addition to purely descriptive analyses and simple correlation analyses, the rigorous multivariate methods of modern time series analysis and econometrics were also used to identify the impact effects.
Publisuisse plans to publish more detailed information on the study and its results at the beginning of fall.
The study comes to the following core conclusion: the higher the proportion of television in the media mix, the higher the brand value. This means that the 100 most successful brands in 2005 had an average television share of 40 percent in the media mix. This share decreases in step with the decrease in brand value.
The study shows that brands that have increased their TV share of advertising expenditure have seen above-average growth in brand value. Brands that have increased their print share show below-average development. Matthias Gehrig from Media Focus explains the result as follows: "The evidence that TV is superior to other media types in terms of advertising impact must be described as overwhelming in its entirety." The results show, among other things, that the most successful brands give television a very high weighting in their media mix. In other words, the higher the brand value, the higher the proportion of television in the media mix. The chart above shows that the 100 brands with the highest brand value in 2005 had an average share of television in the media mix of 40 percent. This proportion falls steadily as the brand value decreases. The study proves that television is effective and outperforms other media types in terms of its impact on brand evaluation. It also shows that television advertising has a substantial long-term impact on brand perception and that the effect is immediate. This means that brand perception can also be changed in the short term.
The study is based on a comprehensive data fusion between the advertising statistics of Media Focus and the BrandAsset Valuator study by Advico Young & Rubicam, the largest brand study in Switzerland. Various economic methods were used to compare the split of advertising expenditure (TV, print, billboard, other media) for 583 brands with the various elements of brand value (differentiation, relevance, esteem, familiarity, brand stature, brand vitality and brand value). In addition to purely descriptive analyses and simple correlation analyses, the rigorous multivariate methods of modern time series analysis and econometrics were also used to identify the impact effects.
Publisuisse plans to publish more detailed information on the study and its results at the beginning of fall.
