'TV advertising is 5 times more effective at driving KPIs than online display'

"In a study published by Neustar commissioned by Turner and Horizon Media, TV remains the most effective way to advertise. The research, which extensively examines the effect of advertising across the major marketing channels, showed that dollar for dollar, TV provides the most scale and delivers the highest return on ad spend from both a sales and awareness perspective.
“This research reaffirms that television continues to be the biggest driver of marketing success today, yet there remains a lot of room to grow even further as the industry and consumer habits shift,” said Beth Rockwood, ‎VP, Portfolio Research and Chief of Staff, Turner. “Recognizing that growth opportunity, Turner has been one of the industry’s biggest proponents for reimagining the experience of television – developing new audience targeting methods, as well as forging innovative content partnerships, to deliver highly engaging, unexpected experiences to fans.”
The insights were derived from Neustar’s advanced analytics software, which ran thousands of models spanning key advertising categories — automotive, financial services, CPG, retail, telecom, theatrical movies, QSR and consumer electronics — and used seven years’ worth of data. Ultimately, the research found that for a $1 million investment, television’s lift is consistently 7 times better than paid search and 5 times better than online display advertising."

Source:  Neustar blog, 1st June 2017

Click the link to download the full report.  KPIs included measures like sales and new account opens.