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BizReport : Advertising archives : March 20, 2013

TV advertising biggest driver of brand conversations, on- and offline

While marketers focus on social and mobile marketing, new research has shown that it is television advertising that generates prolonged word-of-mouth and drives the most significant web traffic.

by Helen Leggatt

thinkbox.jpgAccording to research commissioned by marketing effectiveness consultancy Data2Decisions and Thinkbox, the marketing body for commercial TV in the U.K., television advertising is responsible for over half (51%) of brand word-of-mouth.

The 'POETIC' research (Paid, Owned, Earned: TV's Influence Calculated), analyzed the relationships between paid media (advertising), owned media (primary brand websites), and earned media (word-of-mouth).

Overall, 72% of brand conversations were found to be driven by paid media and, despite today's focus on social media, 90% of brand conversations took place offline, either by phone or in person.

"Paid advertising's causal effect is often overlooked with too much emphasis put on what is easily counted or highly visible," said Neil Mortensen, Research and Planning Director, Thinkbox. "This research has revealed for the first time what actually stimulates people's brand conversations and it is clear that investment in advertising - and especially TV - is key to getting people to talk about your brand positively.

The drop-off in effectiveness after television ads is marked. PR, events and brand news account for just 19% of word-of-mouth, online search display and affiliate advertising 12%, changes to brand products or services 9%, print ads 4%, outdoor advertising 2%, direct mail 1%, cinema advertising 1% and radio 0.5%.

Tags: advertising effectiveness, brand marketing, Internet, paid advertising, research, television advertising, word of mouth

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