The Multiplier Effect: how TV advertising boosts the entire marketing mix

In today’s media landscape, advertisers are under more pressure than ever to make their marketing budgets work harder. Some might question whether traditional platforms like television still hold the power they once did. But the reality? TV doesn’t just deliver its own impact, it amplifies the performance of EVERY other marketing channel. That’s the magic of the TV multiplier effect.

The catalyst for multi channel success

Television remains the UK’s most trusted and emotionally engaging advertising medium. As importantly, TV also enhances the effectiveness of other marketing activities:

Boosts brand search and web traffic

TV drives people online. Numerous studies, including research by BARB and Thinkbox, have shown that brands see a significant uplift in branded search queries and direct website visits during and immediately after TV campaigns. When a TV ad airs, it prompts viewers to go online and find out more.

Makes social work harder

While social media can drive conversation, it’s often TV that starts it. Nielsen studies show that TV advertising significantly increases social engagement, helping brands cut through the noise of crowded feeds.

Strengthens digital activity

TV builds emotional connection and trust, which lowers the barrier for conversion when consumers encounter digital ads. A display ad or paid search result is far more likely to get clicked if the user already recognises and feels positively about the brand as a result of TV exposure.

Supercharges retail and out of home

Whether it’s driving footfall to physical stores or enhancing the impact of outdoor ads, TV provides a unifying brand story that other channels can reinforce. Shoppers are more receptive to retail promotions when they’ve been primed by a compelling TV campaign.

When planned as part of a cohesive strategy, TV doesn’t compete with other media, it makes them work harder. It creates fame, builds trust, and generates the emotional impact that makes your digital, social, retail, radio and out of home campaigns more effective.