Page 32 - TAM Review 2019
P. 32
CHART 2:
TV delivers 71% of total profit generated by advertising
This chart shows that for the mid and large B2C advertisers covered
by Ebiquity and Gain Theory’s client-funded econometric studies, TV
generates the highest average three-year return and online display
the lowest. These are average figures and the results will vary greatly
between different brands and campaigns because of variations in
the context, the objectives, and the quality of creative strategy and
execution. There may also be synergies between media.
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