The Advantages of TV Over Newspapers
September 2014
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The Advantages of TV Over Newspapers
To begin with…

Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional
responses from the viewer.
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The engaging qualities of television allow advertisers to create a long lasting and memorable brand image.

TV offers not only sight, but also sound and motion. Ads in newspapers are strictly visual and do not connect with viewers
the same way as TV advertisements do.

TV reaches viewers when they are most receptive to advertising.
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The Advantages of TV Over Newspapers
Secondly…
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TV ads bring the entertainment and brand to the viewer without the viewer needing to make any effort.

TV offers not only sight, but also sound and motion. Ads in newspapers are strictly visual and do not connect with viewers the
same way as TV advertisements do.

Television has unbeatable scale and reach that reaches audiences quickly and effectively.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Newspapers

Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements
such as body language and gestures.

Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal
communication.

Television’s ability to touch senses simultaneously creates an effect that cannot be duplicated by only stimulating an
individual sense.
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The Advantages of TV Over Newspapers

Reading a newspaper requires more mental effort than viewing television.

Consumers are typically expecting to be entertained rather than made to work.

The process of scanning the pages means having to constantly make decisions with relatively high attention.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Newspapers
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:
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
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Perception of Advertising Effectiveness
Receptivity to Advertising
Screen Preference
Media Synergy
PVR Impact
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The Advantages of TV Over Newspapers
Cross-media Comparison
Weekly hours Adults 25-54
PPM
RTS
23.6
20.6
1.1
Television
•
Newspaper
Television
These most recent statistics continue to demonstrate that adults still spend noticeably more time
with television.
Source: BBM RTS Spring 2014; InfoSys+ PPM, M-Su 2a-2a, 2014 Broadcast Year
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The Advantages of TV Over Newspapers
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 Newspapers
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 Newspapers
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 Newspapers
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 Newspapers
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 Newspapers
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 Newspapers
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 Newspapers

Most newspapers don’t cover more than half of their market. TV is in nearly every home, whereas newspaper circulation
does not come close to matching the total number of households in Canada.

You're not assured that every person who gets the newspaper will read your ad. They may not read the section you
advertised in, or they may simply have skipped the page because there wasn't any interesting news on it.
Source: http://www.powerhomebiz.com/vol118/admediums.htm
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The Advantages of TV Over Newspapers
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Your ad has to compete against the clutter of other advertisers, including the giant ads run by supermarkets and
department stores as well as the ads of your competitors.

Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded.

Newspaper advertising is passive. The paper provides information once consumers decide to buy, but it does not build
brand awareness or create product demand. Newspaper advertising thus works mainly for comparing prices.
Source: http://www.powerhomebiz.com/vol118/admediums.htm
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TV vs. Newspapers- Average Adult Page Observation
Front Page
Business
3%
42%
Observed
Observed
Did not Observe
Did not Observe
58%
97%
Sports
Family
43%
48%
Observed
Observed
Did not Observe
Did not Observe
57%
52%
Source: “The Daily Newspaper”, Starch Research Services
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The Advantages of TV Over Newspapers
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The previous slide shows that newspaper readership is fragmented by different sections that are of interest to the reader.
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Not only does page observation vary from section to section, but in fact page observation also varies within each section.

63% of readers recall observing a specific advertisement. And out of those 63%, only 15% actually read most of the
advertisement.
Source: “The Daily Newspaper”, Starch Research Services
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The Advantages of TV Over Newspapers

The previous slide shows that newspaper readership is fragmented by different sections that are of interest to the reader.

Not only does page observation vary from section to section, but in fact page observation also varies within each section.

63% of readers recall observing a specific advertisement. And out of those 63%, only 15% actually read most of the
advertisement.
Source: “The Daily Newspaper”, Starch Research Services
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The Advantages of TV Over Newspapers
In a study conducted by Starch Research Services:

Respondents were shown a specific page and asked if they remembered seeing anything on it. This elementary stage
represents those readers who saw anything on the page.

63% recalled observing the page while 37% did not recall observing anything.

This shows that reading a newspaper is a very selective mental process.
Source: “The Daily Newspaper”, Starch Research Services
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The Advantages of TV Over Newspapers
In Summary:

Television is far more effective than newspapers in conveying an advertiser’s message as TV impacts the consumer’s
several different senses simultaneously.

Research shows people identify TV as the medium they find to be most effective, engaging, and persuasive.

The visual and emotional attributes of TV advertising allow for better retention of information and brand awareness
on the part of the consumer.
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