The Advantages of TV Over Internet
September 2014
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The Advantages of TV Over Internet

Rather than taking away from time spent with Television,
people are using both TV and the Internet at the same
time.

40-50% of people surveyed under the age of 55 use the
Internet while simultaneously watching Television, and,
they pay attention to both alternatively.

And while viewers have several options available to
choose from, they overwhelmingly choose to watch
television on a TV set in the comfort of their home as
opposed to a computer or mobile device screen.
Source: Television Viewing Preferences and Online Synergy, http://www.tvb.ca/pages/viewingprefences_htm
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The Advantages of TV Over Internet

Traditionally, TV advertising has been viewed as
having its greatest influence in the early stages of the
model, making the consumer aware of the product,
creating interest in the product and, to a lesser
extent, creating a desire.

The role of the internet is more pronounced in the
latter stages of the process. The interested consumer
goes to the web to learn more about the product.
When the consumer finds more information about it,
his or her desire for it increases, and the information
leads to an actual purchase.
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The Advantages of TV Over Internet
Biometric Research
Science has proven TV advertising effective


In 2009 Innerscope Research conducted a Biometric study of Canadian advertising to measure the subconscious effect that
it has on consumers
Respiration, heart rate, skin conductance and movement were measured along with eye tracking to determine how
engaged subjects were with the advertising to which they were exposed

Subjects were exposed to television advertising from 24 national brands; each brand had a corresponding ad in either
Newspaper, Radio, Online Video or Online Display

Television advertising proved to be more engaging and generated higher recall than all other media included in the study
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The Advantages of TV Over Internet
Biometric Research

Internet receives only 71% of the recall and engagement from its audience compared to TV.
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The Advantages of TV Over Internet
Consumer Surveys
TVB participates in omnibus telephone surveys conducted by BBM Analytics to gauge consumers attitudes towards advertising in
all major media and to gain insight into their behaviour with media

Surveys include:





Perception of Advertising Effectiveness
Receptivity to Advertising
Screen Preference
Media Synergy
PVR Impact
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The Advantages of TV Over Internet
Most Influential Advertising
Adults 25-54
57.3%
23.1%
4.1%
5.9%
3.8%
2.2%
2.6%
1.0%
Q. Which ONE of the following media carries advertising that you believe to be the most influential?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Internet
Most Persuasive Advertising
Adults 25-54
50.0%
27.8%
4.3%
6.9%
3.3%
1.9%
2.2%
3.4%
Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Internet
Most Powerful Advertising
Adults 25-54
50.9%
29.3%
3.9%
7.9%
1.9%
1.9%
2.1%
2.1%
Q. Which ONE of the following media carries advertising that you believe to be the most powerful?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Internet
Most Authoritative Advertising
Adults 25-54
44.7%
18.5%
18.1%
5.5%
Television
Radio
2.5%
Newspaper
Magazines
1.5%
Internet
Out of home
4.0%
5.2%
Other
Don't know
Q. Which one of the of the following media carries advertising that you believe to be the most authoritative?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Internet
Most Engaging Advertising
Adults 25-54
54.8%
23.7%
7.1%
Television
Radio
5.6%
Newspaper
4.5%
Magazines
Internet
1.0%
2.4%
1.0%
Out of home
Other
DK/Ref
Q. Which ONE of the following media carries advertising that you believe to be the most engaging?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Internet
Most Relevant Advertising
Adults 25-54
38.5%
27.4%
12.4%
9.2%
5.5%
1.0%
Television
Radio
Newspaper
Magazine
Internet
Out-of-home
3.3%
2.7%
Other
Don't know
Q. Which ONE of the following media carries advertising that you believe to be the most relevant?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Internet
Most Effective Advertising
Adults 25-54
49.4%
29.3%
6.4%
7.4%
1.8%
Television
Radio
Newspaper
Magazine
Internet
1.5%
2.5%
1.7%
Out-of-home
Other
Don't know
Q. Which ONE of the following media carries advertising that you believe to be the most effective?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Internet

There is a unique role that Television and the Internet
each have in the “purchase funnel”. Television at the top
of the purchase funnel provides a very immersive
environment which enables advertisers to create a need
state among customers/viewers.

The Internet further down the purchase funnel enables
advertisers to provide customers with the additional
information they require before making a purchase, or in
some cases facilitates the purchase.
Source: Television Viewing Preferences and Online Synergy, http://www.tvb.ca/pages/viewingprefences_htm
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The Advantages of TV Over Internet

Internet advertising is largely unregulated, and knows no
national boundaries. In other words, almost anything
goes!

Internet marketing is so blended into the content of a
Website that the lines are blurred between advertising,
entertainment and information.

TV advertising doesn’t “share” a page/screen with its
content; it takes over completely.
Source: http://www.media-awareness.ca/english/resources/special_initiatives/wa_resources/wa_shared/backgrounders/tv_vs_net.cfm
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The Advantages of TV Over Internet
In Summary:

Television’s reputation of prestige gives
credibility to the messages and advertisements
being displayed.

As outlined in various studies, people identify TV
as the medium they find to be most effective,
engaging, and persuasive.

Television and internet work best when used
synergistically to convey a message.
People are still overwhelmingly choosing to view
programming on a TV set rather than on a
computer.

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“There is something to be said about the way
images and sound come through a 55” HDTV
that a computer and iPad simply can’t compete
with.” – Neil Weisman, EVP and GM of Blue
Chip Healthcare Marketing
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