A huge econometrics study of 60 Australian brands with $23bn in sales and $400m in media spend across GroupM’s portfolio has surprised even the heavy-hitting Marketing and Econometrics Professor at Monash University, Peter Danaher. TV advertising is renowned for driving long-term demand but Professor Danaher says an econometrics study commissioned by ThinkTV across 10 sectors – including auto, retail and banking – has challenged conventional assumptions on which media channels drive the best short-term results. TV, he says, is a runaway leader in driving incremental short-term sales volume and is “fundamental to sales demand derived from Search.” This podcast is for the sceptics. Professor Danaher clinically breaks it down. Listen-up.