Why Television Advertising Works?
September, 2011
What do advertisers want?
• To reach their target
• To stand out from the profusion of advertising messages
received every day
• To communicate effectively
• To sell product
TV can do all of that, and better than
any other medium.
It’s a fact.
TV is #1 in people’s lives
• Adults 25-54 spend 22.0 hours a week watching television
• Television reaches 83% of A25-54 every day, 95% every
week
• No other medium can match these statistics
Source: BBM Canada; National PPM data; Spring 2011 YTD; Total TV; M-Su 2a-2a
TV is #1 in people’s lives
• Average Weekly Hours A25-54
Hours
22
18
18.7
1.5
TV
Source: BBM Canada, Spring 2011
Radio
Online
Newspaper
0.6
Magazines
TV is #1 in people’s lives
• More A25-54 turn to TV to find out what’s happening
% Main Source for News
40.4
26.8
17.5
12.7
1
Television
Source: BBM Analytics omniVU May 2011
Radio
Newspaper
Magazines
0
Internet
Out of home
TV Ads Standout
• A25-54 are MOST likely to NOTICE television advertising
%
57.3
10.7
TV
Source: BBM Analytics omniVU June 2011
Radio
15.3
8.1
Newspaper
2.9
2.1
Magazine
Internet
Out-of-home
TV Ads Standout
• A25-54 are MOST RECEPTIVE to television advertising
%
41.5
14.4
12.7
10.4
9.9
4.1
TV
Source: BBM Analytics omniVU June 2011
Radio
Newspaper
Magazine
Internet
Out-of-home
TV Ads are Effective
• A25-54 say television advertising is the MOST INFLUENTIAL
%
62.6
7.6
TV
Source: BBM Analytics omniVU May 2011
Radio
9.2
Newspaper
13.3
2.6
Magazine
0.4
Internet
Out-of-home
TV Ads are Effective
• A25-54 say television advertising is the MOST POWERFUL
%
61.8
4.5
TV
Source: BBM Analytics omniVU May 2011
Radio
9.1
Newspaper
14.8
2.7
Magazine
1.2
Internet
Out-of-home
TV Ads are Effective
• A25-54 say television advertising is the MOST EFFECTIVE
%
60.3
7.5
TV
Source: BBM Analytics omniVU May 2011
Radio
14.9
10.6
1.4
Newspaper
Magazine
0.6
Internet
Out-of-home
TV Ads are Effective
• A25-54 say television advertising is the MOST PERSUASIVE
%
57.7
11.8
TV
Source: BBM Analytics omniVU May 2011
Radio
8.3
Newspaper
13.7
3.3
Magazine
1.8
Internet
Out-of-home
TV Ads are Effective
• A25-54 say television advertising is the MOST ENGAGING
%
53.7
19.7
11.4
5.8
TV
Source: BBM Analytics omniVU May 2011
Radio
Newspaper
3.1
Magazine
0.7
Internet
Out-of-home
TV Ads are Effective
• After a success search, we introduced to the Canadian
marketplace a research methodology that reads the brain and
heart
• Through biometric measurement and neuroscience we
proved that TV advertising is more engaging and more
memorable than other forms of advertising
• The scientific conclusion was that TV provides a more
immersive environment for advertising messages, and is
much better at creating a need or desire for a product in the
consumer’s mind
Source: Innerscope Research June 2010
TV Ads are Effective
• TV advertising had the highest measured engagement and recall
Source: Innerscope Research June 2010
So Why TV?
• TV is a part of most Canadians’ daily lives, and people spend
more time with television than with any other medium
• People are far more receptive to television advertising than to
advertising from newspapers, radio, magazines, out of home,
or the internet
• Canadians consistently vote for TV advertising as the most
effective form of advertising they see or hear
• TV IS the most effective form of advertising for engaging
consumers and creating an interest, need, or desire for
products & services
Talking about the connectivity of TV
•“TV …not only more popular than ever, but it is also the straw that
stirs social media conversation drink."
AdweekMedia Editors
Brandweek | May 2, 2010
•"The art of film and of making film for television (allows for) story
telling that can go beyond what you see in 60 or 30 seconds.”
Alan Gee, CCO of GJP Advertising & Design & Cannes jury
member
Bessies 2010 Campaign Winner
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RCA 2010 Winner
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Thank you!
www.tvb.ca
ttreutler@tvb.ca