ThinkTV study finds TV is better than any other channel for sales

February 25, 2021 7:00

A study commissioned by ThinkTV has found TV to be three times better at driving incremental sales than any other channel.

The research was led by Professor Peter Danaher, head of the Monash University Department of Marketing and Professor of Marketing and Econometrics, GroupM and global marketing effectiveness consultancy, Gain Theory.

The study analysed the campaign performance of 60 brands with a collective annual turnover of $23 billion and an annual media spend of $450 million has found TV generates demand for businesses in both the short and long-term.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.