% of profit volume
% of advertising investment
% of full payback
% of sustained parback
% of short-term payback
% of immediate payback
Full payback ROI
Short-term ROI
All media
100%
100%
100%
100%
100%
£4.11
£1.87
Print
3.3%
4.8%
4.7%
4.9%
4.8%
£6.36
£2.74
Linear TV only
35.0%
46.6%
55.7%
33.9%
20.5%
£5.94
£1.82
TV (Linear + BVOD)
43.6%
54.7%
64.3%
41.5%
27.8%
£5.61
£1.79
Audio
6.2%
6.9%
6.0%
8.2%
8.6%
£4.98
£2.47
BVOD only
8.6%
8.2%
8.6%
7.6%
7.3%
£4.25
£1.66
Online video
3.9%
3.4%
3.2%
3.7%
3.6%
£3.86
£1.76
Generic PPC
18.9%
14.6%
8.8%
22.5%
30.5%
£3.52
£2.29
Paid Social
13.2%
9.4%
8.0%
11.4%
15.1%
£3.20
£1.62
OOH
5.0%
3.1%
3.0%
3.1%
3.3%
£2.78
£1.19
Cinema
0.4%
0.3%
0.2%
0.3%
0.3%
£2.56
£1.19
Online display
5.5%
2.9%
1.8%
4.4%
5.9%
£2.34
£1.50
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% of profit volume
