New research from System1 and ITV has found that TV advertising remains uniquely powerful in terms of reach, attention and long-term business impact, with new entrants to TV seeing their advertising increase in quality and effectiveness.
Breakthrough, a new report looking at how businesses new to TV can best utilise TV advertising, analysed 500 adverts from 169 companies that advertised on ITV. All the ads were aired between 2020 and 2024 – none of the companies had advertised on TV in the past 20 years.
The study used System1’s Test Your Ad metrics to explore how these ads performed creatively, including emotional responses to these ads, and how effectiveness metrics changed over the three-year period.
As a result of our investigation, we found the following:
1) First-time TV ads are becoming more effective. In 2020, research by System1 and Tom Roach found that first-time TV business ads received “low” ratings across key metrics, including a star rating of 1.7. Now in 2024, these ads receive “medium” ratings across all metrics, with an average star rating of 2.4, the same as the UK average.
2) Consistency drives results: Businesses running TV ads for the first time see steady improvement with continued advertising. After three years, average star ratings increase from 2.3 in the first year to 2.4 in the second year and 2.6 in the third year — above the UK average.
3) Patience pays off: Brands new to TV may initially lag behind the TV average in short-term sales potential (Spike Rating) and brand awareness (Fluency Rating), but patience and consistency will lead to increased brand awareness, strengthened unique assets, and expanded business potential.
The report also explores two other areas that are important for maximizing the effectiveness of TV advertising.
1. Media Planning: Know how to get the most out of your media budget
2. Measurement: Knowing how and where to look at TV’s impact, and what benchmarks brands new to TV should expect from their first campaigns.
Some of the best TV entrant brand stories profiled in the report include:
1. Childs Farm – Childs Farm. Suitable for sensitive skin. Currently on sale at Asda. Mother & Baby Awards Gold. – Star rating 5.7 (Excellent), Spike rating 1.46 (Excellent), Fluency 85% (Good)
2. Shaken Udder – Do What Makes You Happy – Star rating 4.2 (high), spike rating 1.25 (high), fluency 51% (low)
3. Butternut Box – Buy fresh dog food with 15% off – Star rating 3.9 (Good), Spike rating 1.25 (Strong), Fluency 82% (Moderate)
Kate Waters, director of client strategy and commercial marketing at ITV, said: “Television is unrivalled for connecting brands with audiences, driving short-term ‘performance’ and creating long-term sustainable effects, but getting it right the first time isn’t always easy. Through emotive creative, effective planning and good measurement, brands that have never advertised on TV before can maximise their chances of success from the start.”
John Evans, chief customer officer at System1, said: “Television engages over 90% of the UK adult population every week and connects with viewers’ emotions in a way that no other channel can match. This new research shows that brands that have never advertised before can break into popular culture and increase their long-term profitability with some creative flair.”
The full report can be found here.
