SNPTV and its partner EKIMETRICS present the first results of the new #ROITV5 study
SNPTV and its partner EKIMETRICS present the first results of the new #ROITV5 study.
François Pellissier, president of SNPTV declares that “the new edition of this study confirms the strategic importance of television in the media mix of advertisers. Brands that choose performance and durability invest in television.”
Based on an in-depth analysis of three years (2021 to 2023) of data more than 750 campaigns, 220 models and 90 brands across 10 sectorsthis study sheds light on the evolution of the pivotal role of television in an increasingly fragmented and saturated advertising market and in a tense economic context. Please note, the results of the study show a very strong ROI in all sectors and increasing, which would reach €5.9. For 1 € invested, television would generate a turnover of 5.90 €, according to the study. An improved result compared to the previous study where the ROI was €5.60. Still according to SNPTV, this ROI is increased tenfold by the following main factors:
– The highest contribution to sales: 45% (+5 pts vs. the previous study). With 37% of media investments, television outperforms since it explains 45% of sales generated by all media, far ahead of search (17%) or VOL (8%).
– TV saturates 3x slower than other video levers. TV is the medium on which we can communicate the most before saturation.
– The strongest efficiency amplifier on other supports: +14%. Television amplifies the efficiency on sales of other media, allowing them to achieve on average 14% additional efficiency, i.e. +€0.90 ROI while other media only generate, on average, 3%. additional efficiency for TV.
– The most effective barrier against inflation of products and services with a reduction in price sensitivity: +17% increase in ROI for a 10% price increase. Thus, thanks to TV which would preserve the image of brands better than other supports and media, a 10% increase in prices would have less impact on the volume of sales, thus increasing the ROI of TV by an additional euro. TV would therefore greatly reduce price elasticity.
METHODOLOGY: The corpus of the analysis is as follows: 3 years of data depth 2021 to 2023 inclusive (Exit from Covid 3rd confinement April 2021, and Inflations of +5% in 2022 and 2023)
+ 220 econometric models over a very broad scope of sectors (+10 sectors)
Focus on 4 specific sectors, including
– Automobile: 48 models / 9 brands / more than 400 waves
– PGC: 20 models / 15 brands / more than 150 waves
– Premium cosmetics: 22 models / 18 brands / more than 150 waves
– Finance: 16 models / 9 brands / more than 100 waves
To discover the full results of this study, an SNPTV webinar will be broadcast on November 18, 2024 at 5 p.m.
Source: www.e-marketing.fr
