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You can read more in the report
here
1
Kantar Sports Fan Research
(April 2024)
2
Compared to other short-form video platforms (Instagram Reels, Facebook Reels); Google/Kantar, Short-form Video Deep Dive, India, n=600 female adults aged
18-65
who watch short-form videos at least monthly
3
Google & YouTube internal data
4
Google Internal Data
(2019-2023)
5
In an MMM
meta-analysis
we commissioned with Nielsen, on average, YouTube ROI was 2.68x greater than other digital ROI across total CPG MMMs that measured YouTube, other digital, and linear TV from Jan'20- Sep'23 in India.
Nielsen Compass ROI Benchmarks for India CPG category including all available results for Jan'20-Sept'23.
This list includes 96 studies across all CPG categories where Other Digital Platforms were measured and 96 Studies where YouTube was measured.YouTube ROI was $1.93 compared to Other Digital Platforms ROI of $0.72.
ROI is
“Retail ROI,”
defined as total incremental sales divided by total media spend.
The ROI numbers in the claim are spend-weighted averages across all studies for each channel.
6
In an MMM
meta-analysis
we commissioned with Nielsen, on average, YouTube effectiveness was 11.4x greater than TV effectiveness across Auto MMMs that measured YouTube, Other Digital and TV in
2018-2020
.
Commissioned Nielsen MMM
Meta-Analysis
,
"[2017-2020]"
.
Base: a list of studies selected and compiled by Nielsen, consisting of all available {Auto} studies completed in
"[2017-2020]"
that contain YouTube, Other Digital, TV {and Other OLV} results.
This list includes {21} studies across Auto Category.
{Incremental offline retail sales measured for TV represents average across all TV broadcasters.} Effectiveness is defined as total incremental sales per 1,000 impressions (in USD).
7
Google Internal Data; Flamingo x Ipsos Qual & Quant - 5,082 people across, ages
18-54
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