System1 and ITV have published ‘Break Through’, a report examining ‘new-to-TV’ advertising. The study reveals ads by new-to-TV businesses are improving and shows that TV remains a powerful medium for advertising.
According to a press release, System1 and ITV analysed 500 ads (aired on ITV between 2020 and 2024) by 169 businesses that had not advertised on TV in two decades. More specifically, they used System1’s Test Your Ad metrics to gauge the performance of the ads.
The research uncovered that new-to-TV ads are becoming more effective; that is, they achieved an average Star Rating of 2.4 (the same as the UK average) in 2024, up from just 1.7 in 2020. Taking this further, the report celebrates consistency, sharing that the average Star Ratings of ads increase over time (from 2.3 in the first year to 2.6 in the third year). It also notes that ‘patience pays off’ as brand awareness, distinctive assets, and business potential grow with time.
‘TV can attract over 90% of the adult population of the UK every week and engages audiences emotionally in a way that no other channel can rival. This new research demonstrates how even brands who haven’t advertised before can, if they get their creative right, be launched into popular culture and see their profitability over the long-term grow,’ Jon Evans, Chief Customer Officer at System1, said.
In addition to the above findings, the report features tips to maximise TV ad effectiveness, advising businesses to focus on media planning and measurement. Kate Waters, Director of Client Strategy and Commercial Marketing at ITV, commented on this:
‘TV is unrivalled in connecting brands with audiences, driving both short term ‘performance’ and building sustained effects over the longer term, but it’s not always easy to get right first time. Through emotionally engaging creative, effective planning and proper measurement, brands which haven’t advertised before on TV can maximise their chance of success right from the start.’
Download the full report on System1’s website here.
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