A Question of Impact

This white paper examines marketing performance through the lens of the C-suite,

analyzing the historical TV spend of 100 large, well-known parent companies across major categories (auto, CPG, entertainment, financial, pharma, restaurants, retail, travel, telco) and metrics, such as domestic revenues, stock price and earnings per share.

A few highlights:

• 97% of companies which increased their TV spend over a four-year time period (2011-2014) also saw a spike in revenues.
• Revenues were 274% higher for companies which increased TV spend versus those that decreased.
• Consistent annual TV spend increases lead to greater revenue lifts.
• Companies that decreased TV spend each of the last two years saw their revenues decline 1%. 

Financial Results Are Even Stronger for Those Companies With Consistent Yearly TV Spend Increases

Companies with consistent, multi-year increases in their TV spend have seen greater spikes in their revenues

Companies That Have Increased Their TV Spending Over the Last 4 Years Have Also Seen Major Growth in their Revenues, Earnings-Per-Share and Stock Price