In the complex world of media planning, one truth stands out: the whole can be greater than the sum of its parts. New research from The Benchmark Series reveals why Total TV isn’t just effective on its own – it’s the key to unlocking superior performance across your entire media mix.
The Science of Synergy
Recent studies by ThinkTV, in partnership with Macquarie University and Kantar Research, have uncovered a crucial insight: Total TV doesn’t just perform well in isolation – it amplifies the effectiveness of every other channel it touches.
Why TV Leads Cross-Channel Impact
Several factors make Television the ultimate cross-channel catalyst:
- Attention Foundation
- Creates initial awareness
- Establishes brand context
- Builds mental availability
- Sets up other channels for success
- Creative Canvas
- Allows full story development
- Creates memorable moments
- Establishes visual branding
- Enables emotional connection
- Reach Quality
- Delivers engaged audiences
- Provides premium context
- Ensures brand safety
- Maintains consistent visibility
The Multiplication Effect
When TV leads your media mix:
- Digital campaigns perform better
- Social media engagement increases
- Search marketing becomes more efficient
- Retail conversion rates improve
Practical Application
For marketers looking to maximize cross-channel impact:
- Start with TV
- Build initial reach and awareness
- Establish brand positioning
- Create emotional connections
- Set up campaign context
- Layer Additional Channels
- Add digital for frequency
- Use social for engagement
- Employ search for conversion
- Include retail for activation
- Measure Holistically
- Track cross-channel metrics
- Monitor interaction effects
- Measure total campaign impact
- Analyse ROI across channels
The evidence is clear: in the modern media landscape, Total TV isn’t just another channel choice – it’s the foundation that makes every other channel work harder.
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