What TV Can Do For You!
September 2014
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Powers of Television Advertising
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Powers of Television Advertising
 Television advertising is the most influential and compelling form of commercial
communication available to advertisers on a market, regional and national basis.
 Television enjoys a long and proven history in terms of message delivery and
communication efficacy. It has proven time and time again that TV can be relied
upon to achieve an advertisers communication objective and contribute to the
achievement of associated business, marketing and sales goals.
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Key Strengths of Television Advertising

Television has the highest daily and weekly reach of any medium in Canada.

Television can deliver narrow target audiences through selective placement of
commercials in programs.

Television is the main source for news, sports, entertainment and general
knowledge.

Television is immediate and timely.

Television is cost efficient for most target groups.

Television can be purchased nationally, regionally or locally.
Source: CDN - BBM Canada – Jan ‘11
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Key Strengths of Television Advertising
(cont’d)
 Television is emotionally engaging and excites more of consumers' senses than any
other medium.
 Television gets closer to one-to-one communication than any other mass medium.
 Television has the ability to reach target audiences quickly. This is particularly
important for new product or service launches.
 Television programs are talked about and have real social currency that enhance
audience engagement.
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Key Strengths of Television Advertising
(cont’d)
 Television is emotionally engaging and excites more of consumers' senses than any
other medium.
 Television gets closer to one-to-one communication than any other mass medium.
 Television has the ability to reach target audiences quickly. This is particularly
important for new product or service launches.
 Television programs are talked about and have real social currency that enhance
audience engagement.
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TV: Advertiser’s Medium Choice
 Television is set apart from the competing media by its ability to offer sight, sound
and motion to generate an emotional response. More specifically, advertisers choose
television because of the following:
– Brand Image: The power of TV advertising can be used creatively by advertisers to
differentiate themselves from the competition and develop a unique persona.
– Cost: A big idea, with, focus and clarity of message can make the advertiser a winner in
consumers' minds despite a very small production budget.
– Demonstration Capabilities: The ability to show products in action can easily introduce
new products to consumers.
– Retention : People learn through their senses. By stimulating more senses, the message is
more likely to be noticed and learned.
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The Canadian Market
 34.1 million people
 42 TV markets
 13.9 million TV households
Source: NAV 2013
Source: CDN - BBM Canada – Jan ‘11
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Total Advertising Revenue
 $12.5 billion total advertising market
 $3.6 billion is TV
 $103 - per capita TV ad spend
Source: NAV 2013
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Top TV Markets in North America
Toronto is the 5th largest market in North America
Source: TVBasics 2013-2014
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Top 10 Canadian TV Markets
Source: TVBasics 2013-2014
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"Advertisers know that TV advertising works because they see
the effect it has on sales and profit – both in the short and longterm.“
Neil Mortensen, research and planning director at Thinkbox
RapidTVNews | May 15, 2014
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