Among all the different forms of advertising, television advertisements have been proven to be the most effective simply because it is the easiest way to reach a mass audience.
It is also the medium in which we are most likely to see advertisements involuntarily. One can skip pages of advertisement in a magazine or ignore posters on the tube but one has to actively change the channel to avoid a television advertisement. Including TV advertising is a campaign increases the campaign's efficiency six-fold.
Other forms of advertising reach more of a targeted audience. For example men's shaving advertisements are often found in men's magazines. However, tight advertising, although desirable for activation, does not help long-term success. Campaigns that reach a mass audience of existing and new customers are more efficient.
In general, the public also find TV advertisements more relatable. TV advertisements contain people, furniture, scenes that the everyman would recognise. It is also using both visual and audio media which helps the audience to engage more than with one or the other alone.
Not only is TV advertising most effective but it is also smarter from an investment standpoint.
According to a Thinkbox media study, every £1 invested in TV between 2011 and 2014 generated £1.79 in profit. The next best performing media, radio, generated £1.52. Then press, £1.48, and finally home advertising at 91p.