While TV is still the key channel for gaining broad reach…
...digital can play a pivotal role in activating incremental reach
Kantar’s Brand Footprint research into the world’s most chosen Fast-Moving Consumer Goods (FMCG) brands illustrates that the primary growth driver today is recruiting new buyers. TV advertising’s broad reach means that it has the power to drive penetration by engaging new audiences and enticing them to buy. This is particularly true for the 65+ demographic, for which TV delivered a 24.1% incremental increase in buyers[7]. But overall, in the campaigns measured, advertising on digital channels brought 31% more new buyers to brands compared with 12% for TV[8].
Adding digital channels to the media mix provides an opportunity to reach people that the TV spots won’t – such as non and light TV viewers. This analysis shows that 52% of impressions on digital channels are made on non-TV viewers or light TV viewers; conversely the 60% of TV Gross rating Point (GRP) on heavy TV viewers represent only 23% of digital impressions. The analysis conducted by Worldpanel, indicates that digital channels are complementary to TV when it comes to growing the buyer base, by reaching different audience profiles (i.e., light or non-TV viewers).
Adding digital channels to the media mix provides an opportunity to reach people that the TV spots won’t
This is particularly relevant as younger consumers view less TV: in the UK, for example, figures from Ofcom show that young people aged between 16 and 24 watch just 53 minutes of broadcast TV per day, a drop of two-thirds over the past 10 years.
The data shows that digital channels proved efficient at targeting and attracting younger audiences: 27.3% of the incremental buyers delivered by Facebook and Instagram campaigns were in the under 35 demographic, compared to 7.9% delivered through the TV channel[9]. Interestingly, the data shows no difference between TV and digital in the ability to recruit incremental buyers for the 35 to 64 demographic, with both channels delivering a strong 68% increase.
The digital channels studied also appear to punch above their weight in terms of incremental sales compared to media spend, with an average 28% of sales for 19% of investment on Facebook and Instagram, compared with 72% of sales for 81% of investment on TV[10]. This can be explained by the ability to precisely target and engage the right audiences via social media, segmenting them according to their profiles and interests, which leads to greater efficiency.
When zooming in on FMCG brand sizes, TV is particularly efficient at delivering incremental sales for both small and big brands – those with an annual penetration of less than 15% or more than 35%[11]. This analysis shows that TV delivered 4.9% incremental sales on small brands, compared to 1.9% attributed to Facebook and Instagram, while TV delivered 2.7% incremental sales on big brands compared to 0.5% attributed to Facebook and Instagram.
[7] 37 Meta and TV campaigns with age analysis measured by Kantar. Worldpanel division | Consumer Media Measure methodology | Great Britain, France, Spain | 2017 to August 2021 | FMCG products
[8] 44 Meta and TV campaigns with recruitment information measured by Kantar, Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products.
[9] 37 Meta and TV campaigns with age analysis measured by Kantar. Worldpanel division | Consumer Media Measure methodology | Great Britain, France, Spain | 2017 to August 2021 | FMCG products
[10] 73 Meta and TV campaigns with spend information measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products
[11] 104 Meta campaigns and 68 TV campaigns with brand penetration and frequency information measured by Kantar. Worldpanel division | Consumer Media Measure methodology | 2017 to August 2021 | FMCG products