TV is a small bet.

TV was found to have the highest short-term ROI generating £1.73 for every pound spent. This is remarkably consistent with ndings for the last 10 years, where the ROI gure for TV has been between £1.70 and £1.80, depending on cost in ation/de ation. When taking into account the volume of return we can see that TV accounts for 62% of advertising- generated pro t in the short term. This is followed by Print (22%), Radio (5%), Online Video (5%), Out of Home (3%) and Online Display (2%). So, TV not only delivers a strong ROI, it does so at scale, and the story was similar when we looked at short-term volumes of profit in different sectors.

Download full report here.