Media Comparisons Study
Published August 2010
Introduction
The Television Bureau of Advertising’s 2010 Media Comparisons Study reaffirms the
key strengths that television continues to enjoy over other media when it comes to
reach, engagement and the impact of TV advertising.
The US study, first published in 2000, was recently updated to reflect the changing
media usage of American consumers, adding mobile to the competitive set, teens to
the demographics studied and engagement to the measures of advertising
effectiveness.
The study, conducted in January 2010, surveyed more than 1,562 US consumers.
Key Findings
• Despite the range of media and entertainment options now available, people still
spend more time with TV, reaching nearly 90 per cent of adults 18+ every day. In
fact, more time is spent each day with television than any other medium –
Americans watch over 5 hours of TV a day.
• Consumers rank the television medium #1 for:
– the most exciting
– the most influential
– the most persuasive
– the most authoritative and;
– the most engaging advertising.
• Television was also cited as the primary source for consumers of new product
information.
Television reaches more people
A fundamental strength of television is its ability to reach more people than any other
medium. Television reaches around 90 per cent of adults each day.
Reached – By Media
90%
89.5%
80%
67.5%
70%
60.6%
60%
50%
38.6%
40%
28.6%
30%
20%
14.3%
10%
0%
Television
Newspapers
Source: TVB 2010 Media Comparisons Study, adults 18+
Radio
Magazines
Internet
Mobile
TV #1 for reaching teens & tweens
While 13-17 year olds spend a lot of time on the net, television still ranks as the best
way to reach this demographic.
Reached By Media - 13 to 17 Years
90%
86.2%
79.0%
80%
70%
58.4%
60%
50%
40%
30%
24.5%
19.8%
20%
15.4%
10%
0%
Television
Newspapers
Source: TVB 2010 Media Comparisons Study, 13 – 17 years
Radio
Magazines
Internet
Mobile
People spend more time with TV
Not only does TV reach the vast majority of people, but people choose to spend more
time with television than any other medium - more than double the time spent with
the second-ranked medium, the internet. Additionally, TV’s popularity is high across
all age, income and education segments.
Time Spent With Media
319.2
156.6
91.2
26.4
Television
Newspapers
19.2
15.6
Radio
Magazines
Source: TVB 2010 Media Comparison Study, time spent yesterday (in minutes) adults 18+
Internet
Mobile
Television advertising carries more clout
TV advertising is by far the most authoritative of all mediums, as nominated by over
60 per cent of respondents.
The Most Authoritative Advertising Medium
Magazines
10.8%
Internet
4.4%
Mobile
0.1%
Radio
8.6%
Television
60.8%
Newspapers
15.4%
Source: TVB 2010 Media Comparisons Study, adults 18+
TV advertising entertains
When asked to nominate which medium had the most exciting advertising, television
trumps all other media. This figure is even higher amongst 13-17 year olds with 85 per
cent nominating TV as the most exciting medium.
The Most Exciting Advertising
90%
83.4%
80%
70%
60%
50%
40%
30%
20%
10%
2.5%
3.2%
Newspapers
Radio
6.0%
4.5%
Magazines
Internet
0%
Television
Source: TVB 2010 Media Comparisons Study, adults 18+ (graphed) and 13-17 year olds
0.4%
Mobile
TV advertising is the most influential
Americans have a very high regard for the advertising they see on TV, with a massive
85.7 per cent nominating television advertising as the most influential, making it by
the far the medium with the most potential to affect consumer attitudes and
behaviour.
Most Influential Medium
Other media
14.3%
Television
85.7%
Source: TVB 2010 Media Comparisons Study, adults 18+
TV advertising is the most persuasive
One of television’s key strength’s is its ability to convince consumers to buy a
particular product or service. The research confirms that people are more persuaded
by the advertising they see on TV than anywhere else.
Most Persuasive
Mobile
Internet 0.9%
Magazines 3.9%
6.1%
Radio
6.0%
Newspapers
5.1%
Television
78.1%
Source: TVB 2010 Media Comparisons Study, adults 18+
The TV environment is more engaging
Consumers are also more engaged with the ads they see on TV than anywhere else.
With the powerful combination of audio and visual communication, television has the
ability to really connect with audiences.
Most Engaging
80%
77.2%
70%
60%
50%
40%
30%
20%
10%
4.0%
4.9%
Newspapers
Radio
6.9%
6.2%
Magazines
Internet
0.8%
0%
TV
Source: TVB 2010 Media Comparisons Study, adults 18+
Mobile
TV key source for info on products/brands
Television provides a direct line to consumers when it comes to learning about
products & brands. Despite the rise of the internet as a source of information, the
overwhelming majority of people nominate television as the place to learn about new
products & brands that they would like to try or buy.
Best place to learn about products/brands
71.1%
70%
60%
50%
40%
30%
20%
8.9%
10%
3.9%
7.3%
7.8%
0.1%
0%
TV
Newspapers
Source: TVB 2010 Media Comparisons Study, adults 18+
Radio
Magazines
Internet
Mobile
Summary
The TVB research shows that TV is the trump card in the media deck.
• TV is by far the best medium for reaching more people. Furthermore, people
nominate television as the medium they spend the most time with.
• Consumers also rank the ads they see on TV as the most influential, the most
authoritative, the most engaging and the most exciting.
• Most importantly, consumers rank television advertising as by far the most
persuasive and the best place to learn about new products or brands that they
would like to try or buy.