Secrets to TV Advertising Success

Summary

Episode Summary: Secrets to TV Advertising Success

The Marketing Architects delivered a comprehensive exploration of TV advertising in their January 14, 2025 episode titled "Secrets to TV Advertising Success." Hosted by Lena Jasper alongside co-hosts Angela Voss and Rob Demar, the episode delved into the enduring relevance of TV as a marketing channel, uncovering lesser-known insights and proven strategies to maximize its effectiveness. Below is a detailed breakdown of the key discussions, insights, and conclusions from the episode.

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1. The Enduring Importance of TV Advertising

Lena Jasper opened the episode by emphasizing TV's pivotal role in marketing strategies, countering the prevailing notion that TV is a diminishing medium. She introduced research from their report, TV's Future is Much More than Connected, highlighting that broadcast TV captures the majority of attention-weighted video advertising.

• Key Insight:
  • Broadcast TV's Attention Dominance: Broadcast TV garners an average of 15 seconds of active attention per ad, significantly outperforming platforms like YouTube (4.5 seconds) and Facebook (1 second) ([00:31]).

Angela Voss reinforced this by sharing data from the IPA databank, revealing that TV provides the highest ROI among all media channels. Campaigns including TV were found to be 2.6 times more effective at driving market share growth than those without ([03:08]).

• Notable Quote:
  • Angela Voss: "TV delivers the highest ROI among all media channels with campaigns that include TV … 2.6 times more effective at driving market share growth than those without TV." ([03:08])

Rob Demar added that TV remains the most trusted platform for brand building, with over 90% of US adults still watching linear TV ([03:43], [04:03]).

2. Crafting Effective TV Commercials

Transitioning to creative strategies, Rob Demar shared unique insights based on Marketing Architects' roots in radio. He emphasized the critical role of audio in TV commercials, especially since eye-tracking studies show viewers often divert their gaze during ads.

• Key Insight:
  • Audio as a Secret Weapon:
    • Effective TV commercials leverage strong audio elements. Even if viewers’ eyes wander, the audio ensures the message is understood and retained ([06:13], [08:15]).

Angela Voss highlighted a common pitfall where commercials fail to utilize audio effectively, leading to unclear messaging ([08:15]).

Rob Demar provided actionable advice for creating impactful TV ads:

• Clear Messaging: Ensure the commercial has a clear point or objective from the outset.

• Strategic Offer Placement: Communicate offers early and prominently within the ad ([09:37]).

• Emotive Storytelling: Combine emotional storytelling with a clear message to engage viewers ([10:57]).

• Notable Quote:

  • Rob Demar: "If you have an offer, don't wait until the last end frame to communicate it." ([09:37])

3. Innovative Media Buying Strategies

Angela Voss shifted the discussion to media buying, challenging the misconception that TV advertising is prohibitively expensive. She introduced advanced buying platforms like Annika, Marketing Architects' own media buying platform, which utilizes data and AI to achieve 2-3x reach for the same budget ([13:27]).

• Key Insight:
  • Modern Media Buying:
    • Traditional methods like upfronts and scatter markets are being revolutionized by data-driven, AI-powered platforms that offer flexibility and cost-efficiency without large upfront commitments ([13:58]).

Angela outlined essential principles for effective media buying:

• Transparency in Buying Methods: Understand how media partners purchase inventory, emphasizing platforms that leverage AI and data for optimal placements.

• Holistic Audience Reach: Ensure media plans target audiences across both linear and connected TV to maximize incremental reach and cost efficiency ([16:10]).

• Unified Measurement: Implement consistent measurement strategies across channels to avoid overspending and overexposing the same audiences ([16:30]).

• Notable Quote:

  • Angela Voss: "Far too many marketers today assume TV is too expensive … but that's just not true. … platforms like Annika … allow marketers to get 2 to 3x reach for the same dollar." ([13:27])

4. Comprehensive Measurement of TV Advertising Impact

Lena Jasper emphasized the importance of long-term measurement in assessing TV advertising effectiveness. She introduced the concept that TV’s most significant impacts are often not immediate but unfold over time, contributing to brand equity and sustained growth ([18:18]).

• Key Insight:
  • Long-Term Impact:
    • While TV can drive immediate actions like web visits and purchases, its true power lies in enhancing other marketing channels, increasing pricing power, and building mental availability for the brand over time ([18:18]).

Angela Voss discussed the challenges marketers face in measuring these long-term effects. She pointed out that only about 40% of TV’s total impact is measurable within the first six months of a campaign, with the remaining impact developing gradually through brand building and increased customer lifetime value ([19:30]).

Lena and Angela highlighted the disconnect between marketers’ ideal budget allocations (favoring a balanced 50:50 split between performance marketing and branding) and actual spending trends, which are increasingly skewed towards short-term performance tactics ([19:30]).

• Notable Quote:
  • Angela Voss: "Only about 40% of that total impact of TV advertising is typically measurable within the first 6-ish months of the campaign." ([19:30])

5. Overcoming Challenges and Best Practices

The hosts acknowledged the complexity of TV advertising, emphasizing the necessity of expertise in creative production, media buying, and measurement. They stressed the importance of pre-testing commercials to ensure clarity and effectiveness, avoiding the trap of relying solely on high-profile celebrities or elaborate productions that might obscure the core message ([11:14], [12:32]).

• Key Insight:
  • Focus on Customer-Centric Messaging:
    • Avoid self-centric presentations and ensure that the commercial’s message resonates clearly with the target audience.

Rob Demar encouraged marketers to "get over themselves" and prioritize the brand’s message over self-image in TV ads ([11:14]).

Angela Voss underscored the need for clear alignment on measurement principles with clients to capture the full spectrum of TV’s impact, advocating for methods like geo-testing and marketing mix modeling (MMM) over traditional last-click attribution ([22:00]).

• Notable Quote:
  • Rob Demar: "If you're a marketer going onto TV, just knowing that in itself is huge." ([08:35])

6. Lighthearted Conclusion: TV Show Fantasies

To conclude the episode on a lighter note, the hosts engaged in a fun discussion about which TV shows they would choose to live in for a week.

• Rob Demar expressed a fascination with the survival reality show Alone on the History Channel, though he humorously admitted he wouldn't last a week ([23:06]).
• Lena Jasper shared a whimsical desire to join the Game of Thrones universe as a Targaryen, dreaming of riding dragons without the perils ([25:51]).
• Angela Voss opted for the docu-drama Men Who Built America, attracted by the entrepreneurial spirit and transformative stories of the show ([25:28]).

7. Key Takeaways

1. Broadcast TV Dominates Attention:

   • TV accounts for over 90% of attention-weighted video advertising, making it a critical channel for marketers ([00:34]).

2. Audio is Essential in TV Ads:

   • Effective TV commercials utilize strong audio elements to ensure message retention, even when visual attention wanes ([06:13], [08:15]).

3. Innovative Media Buying Enhances Reach:

   • Advanced platforms like Annika leverage data and AI to offer 2-3x reach for the same budget, challenging traditional high-cost TV buying methods ([13:27]).

4. Long-Term Measurement is Crucial:

   • TV’s full impact extends beyond immediate results, contributing to brand equity and sustained growth over time ([18:18], [19:30]).

5. Balance Between Performance and Branding:

   • Marketers should strive for a balanced investment in performance marketing and branding to maximize both short-term and long-term benefits ([19:30]).

6. Expertise is Key to Success:

   • Given the complexity of TV advertising, partnering with experts ensures effective creative production, media buying, and measurement strategies ([22:55]).

8. Notable Quotes

• Angela Voss: "TV delivers the highest ROI among all media channels with campaigns that include TV … 2.6 times more effective at driving market share growth than those without TV." ([03:08])

• Lena Jasper: "Despite 20 years of predicting TV is dead, it's still very much alive and very effective." ([03:08])

• Rob Demar: "If you have an offer, don't wait until the last end frame to communicate it." ([09:37])

• Angela Voss: "Far too many marketers today assume TV is too expensive … but that's just not true. … platforms like Annika … allow marketers to get 2 to 3x reach for the same dollar." ([13:27])

• Lena Jasper: "TV can improve the performance of other marketing channels like social and search. It can give you pricing power, it can build your mental availability, it can produce broader business impacts like revenue growth." ([18:18])

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Conclusion

"Secrets to TV Advertising Success" underscored the enduring power of TV advertising in a multifaceted marketing ecosystem. By leveraging innovative media buying platforms, focusing on audio-driven creative strategies, and embracing long-term measurement practices, marketers can harness TV’s full potential to drive sustained business growth. The insights shared by Lena, Angela, and Rob provide valuable guidance for marketers looking to excel in TV advertising, reaffirming TV's indispensable role in building brand equity and driving market share.

Transcript

[Angela Voss]

Looking for long term impacts that are more probabilistic versus deterministic in nature is difficult and is a topic that needs more attention by the C Suite Marketing.

[Lena Jasper]

Architects hello and welcome to the Marketing Architects, a research first podcast dedicated to answering your toughest marketing questions. I'm Lena Jasper, I run the marketing team here at Marketing Architects and I'm joined by my co hosts Angela Voss, the CEO of Marketing Architects and Rob Demar is the Chief Product Architect of Misfits and machines.

[Rob Demar]

Happy 2025.

[Angela Voss]

Hi guys.

[Lena Jasper]

We're back with our thoughts on some recent marketing news. Always trying to root our opinions and data research and what drives business results. Today we're talking about our favorite topic, TV advertising. We haven't published a TV focused episode in a while and it feels like it might be time to revisit TV and share some knowledge. Because I think TV is both the most important marketing channel you could ever invest in and and also the most widely misunderstood one. So today we'll start by sharing some recent TV research, talk about why it's so effective, and then break down how to go about advertising on tv. But this episode is titled Secrets to TV Advertising Success. Not just to get you to listen. We are going to open each section with a secret that is not widely known about tv. So I'm pretty confident you'll walk away from this with some knowledge about TV that most marketers don't have. So let's start as we always do, with some research. I pulled this data from a recent report that we actually published. It's called TV's Future is Much More than Connected and I'll use some data to share our first secret to TV success which is that broadcast TV accounts for the majority of attention weighted video advertising. So what does that mean? This is data that we got from lumen research and Dr. Karen Nelson field. She found that video Requires at least 2.5 seconds of active attention before your long term memories form and TV garners an average of 15 seconds of attention. YouTube on the other hand only garners 4.5 seconds and that's for non skippable ads and Facebook earns just one second of active attention. So if you aren't invested in broadcast TV and just different forms of online video instead, you are missing out on 94% of all attention weighted video advertising, which is crazy. So let me share a little bit more data to convince you that TV is worth your attention.

[Rob Demar]

I was hoping for more data, so thank you.

[Lena Jasper]

Yes, it's coming, coming your way. Total TV viewership including linear and CTV, it grew from 247 million in 2022 to more than 250 million in 2024, according to Nielsen. And speaking of linear and streaming, 74% of households watch both traditional broadcast and stream TV. And also, you know, marketers, we might be aware of the differences between linear and connected TV or streaming TV. But according to MRI Simmons research, most consumers define TV as just anything I can watch on my TV set. So, in conclusion, despite 20 years of predicting TV is dead, it's still very much alive and very effective. So, Angel Rob, am I missing any of your favorite TV research or data or should we just move along?

[Angela Voss]

Oh, my gosh. Well, yeah, that's what I was gonna say is I don't know if we'll get to our secrets if we. But like, one that stands out to me, I guess, is one of the most impressive stats. I think that maybe people know, maybe they don't. It comes from the IPA databank. TV delivers the highest ROI among all media channels with campaigns that include TV. Like 2.6 times more effective at driving market share growth than those without TV. So that's a great one. Little feather in TV's cap there.

[Rob Demar]

It's still considered the highest ranked platform for trust and brand building too, isn't it?

[Lena Jasper]

Yeah, I recently confirmed that stat for something on our website, but yes, it is. It's like the number one medium for consumer trust.

[Rob Demar]

And what about in terms of the amount of adults that are still consuming linear tv? Because it seems like there's a lot of people. Oh, well, who even watches it anymore. Right? But it's still like 90% of US adults are watching it.

[Lena Jasper]

I should have brought that data in front of me because that is a good point. A lot of people say, oh, linear is just watched by older generations, but actually it is something like 80, 90% of all Americans are reached by like linear TV in a month. So yes, the viewing audience, it's a lot younger than you might expect. All good stats. And I love that stat about the ROI of tv, but whenever I share that, people get annoyed at it. But I would say we've found that to be true.

[Rob Demar]

Why did they get annoyed by it?

[Lena Jasper]

Just feeling like it's not super transparent. Like it's a pretty general stat. Like, how did you get there?

[Rob Demar]

What does ROI mean?

[Lena Jasper]

Yeah, what did you look at? How many brands did you look at? What channels?

[Angela Voss]

And so I'm always surprised, though, by how people can challenge the effectiveness of TV when you have so many. Research firm, the IPA Think Box work Et cetera. Ehrenberg, Bass. Like, it's repeatedly the number one channel in marketing. So whether it's 2.6 or it's 2 or it's 4 or, you know, whatever, it's like, are you looking at the space or are you not? And if not, you know, are you missing something? Which I think gets into the secrets.

[Lena Jasper]

Right. Well, I think that's a perfect intro to this part of the episode because a lot of marketers, I think, do believe that TV is really important. They want to do it, but they're not quite sure how. Like, maybe they failed in the past because it's one of those channels that it's not. You can't just wake up and say, all right, I'm going to go on tv, I'm going to transform my business and everything's going to be great. It's not that simple because there's a lot of moving parts. So I wanted to talk about that today, like, get into some of the fundamentals of a TV campaign. And it's not going to be super easy in a short episode. So we picked just kind of as many categories as we thought we could cover to give people a bit of a bit of a leg up. So let's start with what I think most marketers probably think of first when they consider going on tv, which is how their brand is going to come to life on the big screen. So let's talk about creative. Rob, you knew this was gonna be your section. You ran our creative group here at Marketing Architects for, I think, more than a decade. I'm not exactly sure how long you've been here.

[Rob Demar]

Closer to two.

[Lena Jasper]

Two to. Oh, my gosh, I'm old. Yeah, you've been here for forever. So let's have you start with a secret to creative success on tv. What's something that is important for success but maybe isn't widely known about producing tv? Creative?

[Rob Demar]

There's so many things you could talk about, but my answer is actually going to begin from a very unexpected place, and that's radio. Many folks don't know that marketing architects actually began in radio. Radio is obviously very different than tv. You can create and test a ton of radio commercials in the time it takes to create one TV commercial, obviously. Right. It's physics. We would literally write and produce over 180 radio commercials in a week back in our day. And it's a lot of creative. Then in 2008, we got into TV and we ironically discovered that the best performing commercials in radio were also the best performing commercials on tv, that advertising copy was so tuned to grab someone's ears, drive response. And our job for making the TV commercials, we would joke, was to not screw it up with the pictures. So why. Why was radio such a hack for making successful TV commercials? And, well, years later, we've stumbled upon the studies about eye tracking in television and how the majority of people's eyeballs wander from the TV screen to their secondary devices during TV commercial breaks. Therefore, audio is still one of the greatest secret weapons in TV commercials. How are you looking at the audio? How are optimizing the audio? Can someone understand your value proposition from your TV commercial when your eyes are closed? That's a great test to do on your next TV campaign.

[Angela Voss]

Surprising, isn't it? Like, I would love to know what total percent of the TV commercials out there are leveraging audio in the way they should be. We were just talking about as we started recording today, Elena, last night, you sitting with Sam and watching commercials that you really. You couldn't hear because there was no audio.

[Lena Jasper]

Yeah, he was on his phone and I kept quizzing him, what brand was that? What brand was that? And it's got to be more than half. You wouldn't know. And I just can't believe we keep seeing it. So, yeah, I think that's a great kind of secret to success, Rob, because if you're a marketer going on to tv, just knowing that in itself is huge. But, yeah, a lot of brands still don't have any sort of voiceover throughout their whole commercial.

[Rob Demar]

It's human nature. You know, if you think about tv, you go, oh, it's a visual channel, but it's multi sensory for sure.

[Lena Jasper]

Exactly. And I know that I saw some data the other day that there's even more second screening with ctv. So audio is even more important if you're advertising on ctv.

[Rob Demar]

I just can't wait till when, when we can smell TV commercials, you know, add a new sense into the equation.

[Lena Jasper]

I know. I've heard you with this smell idea. I feel like you've been bringing this up for years, just getting blasted in the face by, like, different smells from your tv. All right, well, I want to talk about what we think are kind of the key principles for producing an effective TV spot. Because really, like, these should hold true no matter what agency you're going to work with. So, Rob, what are some key principles that we try to adhere to when we're producing tv? Creative.

[Rob Demar]

Sure. Now, I always make movie references on this show, and Elena will be like, I've never heard of that movie before. That's probably going to happen again. But over the holidays, I rewatched Planes, Trains and Automobiles, perhaps one of the funniest holiday movies ever made. Elaine, have you heard of that one?

[Lena Jasper]

I've heard of it.

[Rob Demar]

All right. Well, there's a scene in it where Steve Martin is berating John Candy and he said, hey, here's an idea. When you tell a story, have a point, it's so much more enjoyable for the listener. And I think that's actually a really good lesson for us as marketers when we think about television. What's your point of the TV commercial? Hoping people will go to your website, then tell them, don't assume do you have a great offer? Don't hide it. Talk about it in your commercial. Leave subtle sophistication to marketers who have dollars to burn. And it doesn't mean that you should be a used car salesperson. But we should have a point and we should be persuading when we're delivering that point. Never forget the first five seconds is critical. You know, what's your grabber? If you have an offer, don't wait until the last end frame to communicate it. Generally speaking, we'll communicate an offer halfway into the commercial so you have time to seat it and make sure the person's queued to respond to it. How does the message strategy support the other channels? I mean, that should be obvious so that you're one plus one equals three. Be emotive, tell a story, but make sure that at the end of the day, your point is clear.

[Lena Jasper]

Love it. Great principles. I also want to talk about the nuts and bolts of a producing a TV commercial, which I know we don't have time again to go through the whole process, but, Rob, could you walk us through what you think are, like, maybe the most important or the hardest parts of the process to get right when you're producing a commercial?

[Rob Demar]

Get over yourself. I think that is the hardest part of making a TV commercial. People get all self conscious when they move into television, like their brand is now going to the prom. They get all self, you know, I mean, it's like they get all self conscious. They're like, oh, we're shooting a Hollywood movie, and they forget that this is an ad and an ad in a sea of other ads. So to borrow from Seth Godin, you want to be the one showing up to the dance with a purple tuxedo. Be brave, be bold, and don't overthink the kerning of the super on the fourth shot because guess what? Nobody except you cares.

[Angela Voss]

I think that leads right into, I mean, even just pre testing as well. It's a space where I think it could go one of two ways. You either, like, this is your moment, you're going to take the big stage and you're like, I've got this idea and no one's going to talk me out of it. I know it's right, you know, and there's no even consideration for what the consumer set might feel or how they might react to it. Or the opposite is we're going on the big stage and we're crap in our pants a little bit. So we got to play it safe, you know? So it's a tricky thing to get right. But I think a great reason why pre testing is so important.

[Rob Demar]

It's a great point, Ange.

[Lena Jasper]

Yeah, I agree. Pretesting, I think, is especially useful for our advertisers because it helps us get to a message that's also understood and clear. And that's a problem I see with some commercials. I saw one this weekend. I won't say who the brand was, but it had these two huge celebrities in it and there was all this amazing production and the spot finished and I was like, I don't even know what that was about. I have no idea what it was about. I just know that there were a lot of celebrities in it. And I think sometimes you're right. Rob, I love the advice. Just get over yourself. Keep your customer in mind and not just this sort of pompous, like, oh, well, I'm going onto TV and I need the big celebrities and yeah, the Hollywood style production and everything has to be perfect. The message is the most important part. All right, well, let's move on to kind of the next step of going onto tv, which is buying media. Because once you have your spot, you got to figure out a way to get it in front of people. So, Ange, I believe that you have our secret to TV media buying success.

[Angela Voss]

I do. And this one does really feel like a secret. Far too many marketers today assume TV is too expensive. You spoke to that earlier, Elena. And are really rooted in the belief that especially for a space like Linear, there are only the legacy methods of TV buying practices that have existed for decades. But that's just not true. There are new ways of buying that leverage data and AI more effectively and exclusive marketplaces like what we built with our own media buying platform, Annika, that allow for marketers to get 2 to 3x reach for the same dollar, which just really changes the game. When you consider TV as a channel that you typically see the dominant brands playing in, you know, if you can amplify your investment by 2 to 3x, what can that mean for your share of voice and your eventual share market?

[Lena Jasper]

Love it. Ang, could you walk us through what those marketplaces are? Because we might know them, but the general marketer probably isn't aware of that. Like Facebook buying Google Ads, it's pretty straightforward. But tv, it's a bit more complicated than that.

[Angela Voss]

Yeah, especially in the linear side, Right? In the CTV side, you're more in that programmatic space that so many marketers are accustomed to on the digital side. But when you look at linear specifically, you've got the upfronts. So this is long term media buying. Advertisers commit to add inventory months in advance, typically during an annual event. Generally speaking, when marketers are doing that, they're looking to either secure premium placements, they're looking to get some pricing advantages by purchasing in the upfront. But it requires a large upfront commitment and offers limited flexibility. If you know your market conditions change, your business performance change, it can be a challenging space to plan. The second would be the scatter marketplace where it's a little more short term media buying closer to the area date. Often this uses leftover inventory from the upfront, so it's a little more flexible. But generally CPMs are going to be higher in this space as compared to the upfront. And then the last space that marketers traditionally think of would be kind of the remnant. Dr. Marketplace Performance driven, really focused on generating immediate responses, calls, clicks, purchases, generally priced less. But the concern typically comes in the quality of the inventory. So the beauty of new ways of buying, like that of what I had mentioned earlier, that can be done through Annika, is that the TV media inventory that's acquired is done at a cost that's more efficient than any of these methods, but it doesn't require that upfront inflexible commitment in order to attain access to the programming. And so it allows brands to reach the households that matter for a cost that gives them a disproportionate advantage against their competitors.

[Lena Jasper]

Love that. That's something that not a lot of marketers are going to be aware of off the bat when they're thinking about tv. So I wanted us to also talk about some, again, kind of universal principles for media buying, just like we did with Creative. So Angie, what are some things that marketers should keep in mind? Maybe when they choose a media partner or how can they blow their mind when they review their first media plan.

[Angela Voss]

I mean, I think first it kind of ties back to my previous point, transparency and clarity. And what's the buying method? AI driven buying can really reduce costs and significantly maximize reach and really give that competitive advantage. So it's critical to understand how your media partner purchases inventory. Are they relying solely on traditional methods? Are they leveraging advanced platforms, DSPs, et cetera to uncover cost efficient high impact placements? Partners that are using cutting edge technologies can provide access to unique marketplaces and just ensure better CPMs without compromising reach. So I think that one's really important. You spoke a little earlier as well to this one, which is just that, holistic audience reach. 74% of households watch both linear and streaming monthly. So marketers need to ensure that their media plans target their audience across all viewing platforms, not just one. And a successful media plan should demonstrate how they combine these channels to maximize incremental reach and cost efficiency. If we can reach a consumer in one channel versus the other, you know, let's just make sure that we're taking costs into the equation there and not having too much duplication in those efforts. And that really ties to the third one. Everyone's talking about unified measurement right across channels. So inconsistent measurement between linear, which would be more person based versus ctv, which would be more household based. Impressions can really skew results. And so understanding from your media partner how performance is going to be measured for the campaign. Again, look at de duplicated reach and frequency frequency metrics across linear and CTV just so that you can ensure you're not overspending or overexposing the same audiences.

[Lena Jasper]

Well, speaking of measurement, that tees me up really well into our last kind of TV topic that I wanted to cover, which is you have your strategy, you've got your commercial, you've placed your spot, then you measure how it went. And TV measurement is not quite as simple as measuring digital. And so this final hurdle of a TV test is where things can really go horribly wrong. But I want to start with our secret and I'll go ahead and tee this one up. My favorite secret to TV measurement success was not easy to choose. But I picked the most important TV results are not felt right away. TV is known for its immediate impacts through spikes in web visits and orders. But its true power extends far beyond those direct effects. And TV can improve the performance of other marketing channels like social and search. It can give you pricing power, it can build your mental availability. It can produce broader business impacts like revenue growth. And I Picked that one. I think a lot of people say that they believe in that one, but then you actually get into the nitty gritty of no, I'm talking about pricing power. I'm talking about lifting your other marketing channels like they're results that I don't think people are widely aware of can come from a TV campaign. But Ange, if we want to successfully measure TV and all of its impacts, we need to be aligned with clients on certain principles. Right. Like what would those be?

[Angela Voss]

You're right. Yeah. If we're not clear on those impacts that we should be looking for, it's very likely in such a complex marketing environment with so much going on that we'll miss some of those most transformative drivers of business performance. You had asked earlier about the research around TV and I think another data point that marketers need to be considering is that according to multiple studies, the IPA, think box, et cetera, only about 40% of that total impact of TV advertising is typically measurable within the first 6ish months of the campaign. And so that remaining impact unfolds, builds brand equity, mental availability, emotional connections that really drive that sustained business growth. But the pressure marketers are facing related to short term business performance really pulls us to that bottom of funnel impact. I think we're seeing that moving into 2025. Even marketers expecting to feel that pressure more, perhaps even than they did in 2024. I saw in work this morning, actually a CMO survey that was done by, I think it was Deloitte, found that 69% of budgets were being allocated to short term performance tactics as compared with in 2023. So that's unfortunate for those of us that are focused on educating the world on marketing effectiveness because we're going in the wrong direction. But what was interesting was that those surveyed stated that a 50:50 ratio was their ideal spending between performance marketing and branding. So it just suggests that their actions don't align with their mental models. They know that the brand building should be important and that those long term impacts should be important. And yet we're being pulled to bottom of funnel in immediacy. So in that case we're talk split of all marketing channels and the focus on performance versus branding. But I think it's evidence that looking for long term impacts that are more probabilistic versus deterministic in nature is difficult and is a topic that needs more attention. By the C suite, it could be growth in brand equity, increased mental availability, sustained sales growth and penetration, higher customer lifetime value. You had mentioned price Elasticity and that brand resilience, oftentimes that could be done really well through incrementality geo testing. I think we've got marketers looking to more methods of mmm, et cetera than maybe they had favored last click measurement in the past. So it's a tricky space, but definitely that six plus months focus is a really important one to have.

[Lena Jasper]

Yeah, well, and I think that part of the inspiration for this episode is marketers. They say they want to invest with more of a balance and short and long, but some of these like more long term channels that marketing effectiveness really likes, they're not easy to do. So that's probably why it's a lot easier to spend more money on the short. So hopefully this episode was helpful for people because I think we see all the time it's not that marketers don't want to invest in that stuff like they want to go onto tv, but it's not easy to make it work. I mean, we just had a episode, we could only cover, you know, a tiny part of, of tv. And that's why I think that if you're a marketer and deciding, you know, what to in house, what to outsource. I know we're a TV agency, but there's so much expertise that goes into a successful TV campaign and the TV's not bought in a similar way to digital. There's a lot of reasons to work with an expert if you're looking to get onto tv because no single marketer can really know everything about it.

[Angela Voss]

Yeah, there's probably an episode for each one of those that we could spend the whole time diving into this year. Maybe we'll have to do that.

[Lena Jasper]

Well, but for now, we did pile a lot in here. So I'm going to summarize quick.

[Rob Demar]

That was a lot. Yeah, I mean that was a full chipotle burrito right there with extra guacamole, double wrapped tortilla, you know what I'm saying?

[Lena Jasper]

Yeah. I'm telling you, you'll impress anybody if you come out into the next meeting you talk about TV with these secrets. So first, broadcast TV accounts for the majority. That's 90 plus percent of video attention. Second, most TV commercials are heard, not seen. Third, you don't have to buy in the traditional expensive TV media marketplaces. And fourth, the most important TV results are not felt right away. So you're right, Rob, that was a lot. So let's end with something a little bit lighter. If you could pick or had to pick one TV show to live in for Just a week. Which would you choose and why?

[Rob Demar]

Well, I'll go first on the History Channel. Have you guys watched Alone?

[Lena Jasper]

Yes.

[Rob Demar]

Where they. They drop people off in the middle of nowhere, you know?

[Lena Jasper]

Now that seems like a horrible situation to be in.

[Rob Demar]

I love that show, but there's no way I would last a week. But I would love to be the first person that taps out before the helicopter actually lands on the place to get dropped off. They ran out of snacks on the helicopter, and, like, I'm done.

[Angela Voss]

There's a new one. Have you guys heard of. I think it's called Extracted. It's the same idea, but the families.

[Lena Jasper]

I love that show.

[Angela Voss]

Oh, is it?

[Lena Jasper]

Yeah.

[Angela Voss]

Is there already out?

[Lena Jasper]

No, no, no.

[Angela Voss]

Sorry.

[Lena Jasper]

I haven't seen the show. But I saw that, and I was like, I probably shouldn't share this, but there was a member of our family. I'm like, oh, we got it. They'd be great at, like, making us stay in the show. We should be there.

[Angela Voss]

We didn't take bets on who that might be, but, yeah, no, Rob, it's like the family members are back home, but they get to watch all of the alone play out. And so then they, like, hit the button to extract their loved one from.

[Rob Demar]

Really? Oh, that's a great.

[Angela Voss]

Such a great concept.

[Lena Jasper]

Oh, man, my mom would be so bad at that. Like, first, second, she'd be like, they look up. They look cold. Bring them back.

[Angela Voss]

Well, the History Channel is getting love from us, I guess, because I chose the Men who Built America, which is a docu drama miniseries, I think, where it really, like, highlights the lives and accomplishments of some of the most influential entrepreneurs and industrialists during the 19th and 20th centuries and just major transformation going on in the U.S. like, that would be so cool to be a part of that.

[Lena Jasper]

Cool. Yeah. It's hard to pick for this because there's a lot of shows I'm interested in, but I'm like, oh, man, a week's a long time to live, like, a certain time period. So, Rob, I might cheat and do what you did, which is. I don't know how long I could last in this world, but I would love to go into the Game of Thrones world when. And be a Targaryen with a dragon when they were crushing it. I don't want to go, like, I.

[Angela Voss]

Don'T want to be fighting.

[Lena Jasper]

I don't want to. I don't want to die. I want to ride a dragon. But I'm thinking more House of the Dragon era, where they were on top. I'D like to just kind of. Yeah, just ride around the dragon.

[Rob Demar]

Yep.

[Lena Jasper]

Yeah, just. Just have fun.

[Rob Demar]

Just burn armies up with the.

[Lena Jasper]

I wouldn't say that. I'm more thinking a joyride on the dragon. All right, well, I think that wraps us up. That's it for this episode of the Marketing Architects. We'd like to thank Taylor De Los Reyes for producing the show. You can connect with us on LinkedIn. And if you like the podcast, please leave us a review. Now go forth and build great marketing. All right, are we ready? Yep. So loud. Okay. Hello.

[Rob Demar]

Am I so loud?

[Lena Jasper]

Yeah, no, it's just because you yell directly into the microphone. It's not that. It's fine.

[Rob Demar]

Okay, can I make an observation before we start?

[Angela Voss]

I'm so hungry. Rob. Please, let's just keep going.

[Lena Jasper]

Marketing Architects.