When your TV campaign is running and you’re getting a good direct response, it’s easy to overlook the ‘Halo Effect’.
One of the great benefits of TV is the Halo Effect. It’s so called because TV advertising has been shown to add credibility, memorability, personality and a little bit of polish to your other media as a useful extra benefit. And the visual and audio elements of a TV ad work together to bring a message alive.
This effect is notoriously difficult to measure in isolation. However, a Thinkbox study found that TV boosts the performance of other media by up to 54%. Anecdotally, we have plenty of experience of clients noticing a drop in response across the board when a TV burst ends. So what do they do next? We hear “How quickly can you get us back on TV?” more times that we can count!
Increased response across the board sounds too good to be true. But thankfully, you don’t need to stretch the budget to benefit from TV’s multiplier effect. Reallocating just a small percentage of your current spend can pay dividends.
For example, a client who tested TV advertising by diverting just 10% of their budget is now on air every month.
If you’re interested in learning how a TV campaign can make all of your advertising work harder, please get in touch!