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Effectiveness: why the pendulum is swinging back to TV

December 13, 2017

It is EffWeek, so it is fitting that news of investment returning to TV advertising should be in the air. There is a lot less Eff without TV. No TV makes Eff weaker.

Post-recession, TV advertising in the UK had a very strong seven years of consecutive growth to record highs topping £5bn. Then the last 18 months happened and its growth inevitably stalled. TV hyper-reacts to the economy, good or bad, and recently it hasn’t been so good. This coupled with the pressure on FMCG brands, which are some of TV’s biggest investors, has bruised overall TV investment.

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