Google has announced the findings of its analysis of television advertising campaigns. Matt Brittin, Google's top European-executive, has revealed that the data taken from eight countries shows that in 80% of cases YouTube campaigns are more effective and will drive more sales than TV ads. However, the TV marketing body Thinkbox has responded to the report saying that Google's analysis “misses the point” and that television advertising has “proven effectiveness”. This research comes after Google told UK advertisers in October that they should be spending a quarter of their TV advertising budget on YouTube in order to reach customers in the 16-24 age bracket. Thinkbox hit back on that occasion as well however, and showed its own research that suggested that YouTube only accounted for 10.3% of video consumption for that age bracket.