New Insights on Leveraging TV to Drive Improved Media Spend Performance

Canadian Media Attribution Study

A recent study conducted by Accenture Strategy, commissioned by thinktv in Canada, has uncovered insights to help marketers rethink their approach to evaluating media performance. The study shows how advertisers can use analytics to improve the way they allocate and measure how media investments produce sales.

The key takeaway from the study is that Canadian advertisers can amplify the effectiveness of their overall media investments and drive increased sales by exploring how to rebalance their media allocations towards Multiplatform TV (TV and long-form digital video content).

The study links media spend, TV viewership and sales data to analyze the effectiveness of media spend across all channels, ultimately showing how rebalancing media spend can drive increased sales. The robust data set includes over four years of data (January 2014 to mid-2018), covering 105 brands across four industries: Automotive, CPG, OTC Pharmaceuticals and Telecommunications. The study assessed over $3 billion of total media spend over four years, which makes up over 5% of spend in the Canadian market.

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Key Findings of the Accenture Study: 

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