Longer creative formats and prime-time placement made a measurable difference. For instance: a shampoo brand studied saw a stronger penetration index when predominantly exposed to 30-second (versus 20-second) creative and during prime time (versus non-prime time).
| Photo Credit:
istock.com
Combining TV and digital for advertising works far more effectively in shaping FMCG purchase behaviour than relying exclusively on one channel, an analysis by Worldpanel by Numerator stated. Across soap, dishwash and detergent brands analysed by the insight firm, only 0.6% to 4.1% of households were exposed to digital advertising exclusively, with the vast majority of reach coming through TV, alone or combined with digital, it noted “Combining TV and digital outperformed TV alone for nearly 75% of brands studied. Within dual-media households, a more balanced mix of TV and digital exposure rather than a heavy skew toward one channel drove a stronger impact for 80% of brands,” the report added. In addition, digital added only limited incremental reach beyond TV, with digital-only exposure ranging from under 1 per cent to about 4 per cent of households across the categories studied.Manoj Menon, Director- Commercial, South Asia, Worldpanel by Numerator, said, “By capturing both advertising exposure and purchase behaviour from the same household, we’re finally able to show, at a granular level, which combinations of TV and digital genuinely move the needle for a brand, rather than just estimating it. What’s striking in the data is how much nuance sits beneath the headline numbers, from the way channel balance matters more than raw reach to how brands can have different optimum frequencies to maximize”Longer creative formats and prime-time placement made a measurable difference. For instance: a shampoo brand studied saw a stronger penetration index when predominantly exposed to 30-second (versus 20-second) creative and during prime time (versus non-prime time).Published on August 24, 2026
