Page 33 - TAM Review 2019

But, overall, because of TV’s high average three- year
return, it still captures over 50% of these brands’ media

budgets. It’s that combination of high profitability and

high investment that explains its remarkable 71% share

of the total profit contribution in the chart and what
most companies want when allocating resources to

advertising is to maximise its contribution to the long-

term value of the business.

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