Transcript The Advantages of TV over Radio

The Advantages of TV over Radio
August 2012
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The Advantages of TV over Radio
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.
• The qualities of television allow advertisers to
create a long lasting and memorable brand and
corporate image.
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The Advantages of TV over Radio
Secondly…
• Television is considered the most engaging
medium over other major media.
• The ability to show products in action can easily
introduce new products to consumers.
• Television has built a reputation of prestige and
credibility. Thus, enhancing the image of
advertisers who use television.
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The Advantages of TV over Radio
Cross-media Comparison
• Cross study comparison – Weekly hours Adults 25-54
NADbank
PMB
RTS
PPM
comScore
25.7
22.0
22.8
22.4
21.5
19.0
18.5
18.3
16.0
10.7
10.3
9.0
4.7
4.4
1.7
Television
Radio
Online
Dailies
0.7 0.6
Magazines
Source: Marketing Magazine May 17, 2010
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The Advantages of TV over Radio
…Cross-media Comparison
• As identified in the previous slide, people spend
more time with TV than with radio regardless of
which media measurement method was used.
• The most accurate measure is the PPM and it
shows that on average A25-54 spend 15.4 more
hours per week with TV than with radio.
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The Advantages of TV over Radio
Cross-media Comparison
Weekly hours Adults 25-54
RTS
22.3
Television
PPM
18.3
Radio
25.0
Television
• These most recent statistics continue to demonstrate that
adults still spend noticeably more time with television.
Source: BBM RTS Spring 2012; InfoSys+ PPM, M-Su 2a-2a, 2011-2012 Broadcast Year
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The Advantages of TV over Radio
Stimulating your senses
• 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 people’s senses simultaneously
creates a synergistic effect that cannot be duplicated by
only stimulating an individual sense.
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The Advantages of TV over Radio
Biometric Research
• Science has proven TV advertising to be the most 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 that all other media included in the study
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The Advantages of TV over Radio
Biometric Research
• Radio receives only 33% of the recall and engagement from
its audience compared to TV.
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The Advantages of TV over Radio
Stimulating your senses
• 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 (Attitudinal)
• Receptivity to Advertising
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The Advantages of TV over Radio
Most Influential Advertising
Adults 25-54
61.4%
17.0%
6.0%
7.0%
2.7%
0.8%
3.0%
2.0%
Q. Which ONE of the following media carries advertising that you believe to be the most influential?
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
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The Advantages of TV over Radio
Most Persuasive Advertising
Adults 25-54
59.0%
6.3%
8.1%
13.8%
4.7%
2.2%
3.6%
2.3%
Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
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The Advantages of TV over Radio
Most Powerful Advertising
Adults 25-54
61.4%
18.8%
4.7%
6.3%
2.4%
1.5%
3.0%
1.9%
Q. Which ONE of the following media carries advertising that you believe to be the most powerful?
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
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The Advantages of TV over Radio
Most Noticeable Advertising
Adults 25-54
53.1%
22.0%
10.3%
8.3%
2.1%
Television
Radio
Newspaper
Magazines
Internet
1.1%
1.7%
1.3%
Out of home
Other
Don't know
Q. In which medium are you MOST LIKELY TO NOTICE advertising?
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
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The Advantages of TV over Radio
Most Attentive Advertising
Adults 25-54
42.6%
14.4%
11.4%
10.2%
6.7%
Watching
Television
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
6.3%
On the
Internet
Viewing Out
of home
4.4%
4.2%
Other
Don't know
Q. When do you pay the MOST ATTENTION to advertising messages?
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
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The Advantages of TV over Radio
Most Favourite Advertising
Adults 25-54
63.5%
12.3%
9.7%
6.8%
Television
Radio
1.9%
1.8%
Newspaper
Magazine
Internet
1.8%
2.2%
Out-of-home
Other
Don't know
Q. Thinking about your FAVOURITE advertisement, where did you see/hear it?
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
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The Advantages of TV over Radio
87.0%
Most Emotive Advertising
Adults 25-54
79.5%
12.5%
0.5%
Yes
No
Don't know
Q. Have you ever seen/heard an ad that has made you LAUGH or
CRY?
9.4%
8.6%
Television
Radio
0.6%
0.0%
Newspaper
Magazine
Internet
0.6%
0.5%
0.7%
Out-of-home
Other
Don't know
Q. Where did you see/hear the ad? (subset of previous question)
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
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The Advantages of TV over Radio
A Great Investment Choice
• According to a study conducted in the U.K. by Thinkbox:
- On average, a £1 million increase in TV investment
yielded a £4.5 million increase in sales
- Radio did not produce any significant or conclusive
results
- TV delivers its value over a much longer time frame
(45% of its total sales effect is delivered after Year One)
Source: Thinkbox 2008
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The Advantages of TV over Radio
Television: A conversation starter
• Television commercials account for 10.3% of all word of
mouth conversations in regards to brands. This compared
to only 1.6% for ads on the radio.
• Television is the leader in ad expenditure volume, as well as
the leader in driving word of mouth volume.
• TV has the ability to spark a conversation, and advertisers
wanting to start lots of conversations quickly have to
consider television.
Source: ADMAP November 2010
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The Advantages of TV over Radio
Attitudes of adults towards product placement in TV shows
• 24% agree to the statement “After I watch my favourite TV
show, I can remember brand name products the characters
were using during the show”.
• 22% agree to the statement “To see a character interact
with brand name products I use makes the show more real
to me”.
• 41% agree to the statement “When I watch TV, I often
notice brand name products used as part of the set”.
Source: TV Dimensions 2010
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The Advantages of TV over Radio
• Most people have the radio on “for noise”. They are usually
otherwise engaged with something else while listening, and
often are only half listening.
• Radio makes it difficult for the listener to take physical
action as a result of the advertising message (ex. Needing
to find a pen in response to hearing a phone number or
store location)
• Radio is not visual, most people retain information much
better when they see it as opposed to just hearing it.
Source: www.access2000.com
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The Advantages of TV over Radio
In Summary:
• Television is far more effective than radio in conveying an
advertiser’s message as TV impacts the consumer’s several
different senses simultaneously.
• As outlined in various studies, people identify TV as the
medium they find to be most effective, engaging, and
persuasive.
• The visual capabilities of television allow for better
retention of information and brand awareness on the part
of the consumer.
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