Updated research from Neustar -- a study backed by Horizon Media and Turner -- says that over a seven-year period from 2010 to 2016, TV advertising consistently outperformed digital among key return on investment (ROI) business measures.
TV delivered up to seven times the key performance indicator lift of paid search, and five times that of display advertising.
TV also showed higher return on investment gains over print and radio.
Key performance indicators here are defined as actual business outcomes: sales and/or new accounts.
For 2017, consumer electronics marketers claims nearly four times the business lift for a $1 million TV investments; movie marketers nearly three-and-a-half times; and quick service restaurants, three times.
Two years ago, the study says automotive, for example, commanded some of the best results from a $1 million TV investment -- with roughly a three-and-three-quarters lift in business; telecommunications, a three-times hike; and consumer product and financial companies posted ROI of just over a two-and-half times.
In 2015, retail showed over a gain of nearly 1.2 times for TV, with online showing a 0.7 business hike -- each media from a $1 million investment.