TV advertising in the media mix

Is there any evidence that including TV advertising in the media mix can deliver better results than without it?

•  Television remains the single most important advertising medium for marketers (Wilbur, 2008).
• A recent analysis of 880 IPA (Institute of Practitioners in Advertising) Effectiveness Awards cases found that including TV in the media mix increases advertising effectiveness in terms of sales and profit performance (Binet and Field, 2009).
• Findings from a study by Pfeiffer and Zinnbauer (2010) examining the actual value of various mediums revealed that traditional advertising, specifically TV, unmistakably pays off and outperforms pure search engine marketing with regards to generating new registrations online. Ttraditional media remains a necessity to build brand strength or to actively convey a brands positioning relative to competitors toward a broad audience (Pfeiffer and Zinnbauer, 2010).
• Empirical generalisations suggest that TV will remain the preeminent fast and vast advertising medium, if a more complex and expensive one (Sharp, Beal and Collins, 2009).
• The ability of traditional marketing to aggregate audiences and command attention dwarfs anything that new marketing will ever achieve. Hence, with the continuous proliferation of new media, the issue is not to replace traditional marketing but rather how to use new marketing to make traditional marketing better (Smith, 2005).
• Quoted in AdAge, Andy Donchin, director-media investments at Carat, suggests TV is still critical for share of voice, and even with fragmentation and smaller ratings, he said it is “the tallest midget in the room” (Millward Brown, 2009).