Profit Ability: the business case for advertising’ has transformed the conversation about advertising and put it toe to toe in the boardroom with other investments. This unprecedented new study does a powerful, evidence-based job for all forms of advertising, but particularly TV, which emerges as vital to business success. It has been welcomed across the advertising industry and has armed businesses with benchmarks for what they can trust advertising to deliver. The study was commissioned by Thinkbox from Ebiquity and Gain Theory against the backdrop of a dramatic recent drop in advertising effectiveness driven by increased short-termism in marketing decisions and evaluation. They used their pre-existing databanks of client-funded data to analyse over 2,000 advertising campaigns across 11 categories to provide a comprehensive view of the true business role advertising plays in the short and long term. Their guaranteed impartiality and media neutrality were crucial to the study’s integrity. The findings are profound. The study proved that nearly all advertising is a powerful business investment and, with TV delivering 71% of the total profit generated by advertising, at the greatest efficiency and for the least risk, it has cemented TV at the heart of marketing effectiveness.