A new econometric analysis released by the UK Radio Advertising Bureau (RAB) and conducted by Holmes & Cook has found TV to be the most efficient medium for brands in terms of return on investment (ROI), with radio coming in second. The extensive study – which leveraged data shared by all of the major agency groups including Havas Media, IPG Mediabrands, and Starcom Mediavest – indicates that the average ROI for brands on TV is £8.70, with radio’s ROI coming in at £7.70.
The study notes that the ROI figures relate to revenue return on investment rather than profit ROI, as the former was the most-reported measure. The study measured 2,000 separate media campaigns relating to 517 advertising campaigns and more than £2.5 billion in spending. Read the rest at MarketingCharts.