The television screen confirms its role as the leading media contributor to sales, according to a study by SNPTV and Ekimetrics. The return on investment is in fact increasing, at 5.90 euros of turnover generated for 1 euro invested, compared to 5.60 euros in 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 online video (8%). Compared to the previous study, this is a gain of 5 points. Furthermore, television saturates three times less quickly than other video levers and it is the medium on which we can communicate the most before saturation. “It is therefore essential in constructing the baseline of your media plan,” assures the study.
Television also amplifies the efficiency on sales of other media, allowing them to garner on average 14% additional efficiency, or +0.9 euros of ROI while other media only generate, on average, 3% additional efficiency for TV.
Finally, the media significantly reduces price elasticity, i.e. the impact of a price increase on sales volume. The media is in fact presented as being the most effective shield against the inflation of products and services with a reduction in price sensitivity. The return on investment is in fact up by 17% when the price rises by 10%. “ So thanks to TV which preserves your brand image better than other supports and media, a 10% increase in prices will have less impact on the volume of sales, thus increasing the ROI of TV by an additional euro », the study further observes.
By integrating the synergy effect on other media and the reduction in price sensitivity, the ROI of television therefore reaches 7.80 euros incrementally, while optimizing investments in the media as much as possible. French television even obtains the best European ROI, surpassing its neighbors by 15%.
The analysis includes three years of data measurement from 750 campaigns, from 2021 to 2023, from 220 econometric models and 90 brands across ten sectors, in particular automotive (48 models and 9 brands), consumer goods (20 models and 15 brands), premium cosmetics (22 models and 18 brands) and finance (16 models and 9 brands).
