Transcript The Canadian Broadcast Industry The Landscape & How TV is

Why Television Advertising Works?
September 2014
1
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 their product or products
2
TV can do all of that, and
better than any other
medium.
It’s a fact.
3
TV is #1 in people’s lives
• Adults 25-54 spend 24.1 hours a week watching television
• Television reaches 89.9% of A25-54 every week
• No other medium can match these statistics
Source: BBM Analytics RTS Fall 2013, BBM PPM 2012/2013, 52 week average
4
TV is #1 in people’s lives
Average weekly hours A25-54
Hours
24.1
17.3
TV
Radio
14.6
Online
1.0
0.4
Newspaper
Magazine
Source: BBM Analytics RTS Fall 2013, BBM PPM 2012/2013, 52 week average, comScore Q2 2013
5
TV is #1 in people’s lives
More A24-54 turn to TV to find out what’s happening
Primary Source for News
41.7%
29.8%
13.2%
12.8%
TV
Radio
0.2%
Online
Newspaper
Magazine
Source: BBM Analytics omniVU March 2014
6
TV ads standout
More A24-54 say television advertising is the MOST INFLUENTIAL
Most Influential
55.0%
48.0%
19.6%
TV
Radio
Online
10.4%
3.8%
Newspaper
Magazine
Out of Home
Source: BBM Analytics omniVU March 2014
7
TV ads standout
More A24-54 say television advertising is the MOST AUTHORITATIVE
Most Authoritative
43.3%
15.6%
19.5%
6.0%
TV
Radio
3.4%
Online
Newspaper
Magazine
Out of Home
Source: BBM Analytics omniVU March 2014
8
TV ads standout
More A24-54 say television advertising is the MOST POWERFUL
Most Powerful
53.9%
4.5%
TV
Radio
15.6%
Online
22.9%
2.2%
Newspaper
Magazine
Out of Home
Source: BBM Analytics omniVU March 2014
9
TV ads standout
More A24-54 say television advertising is the MOST EFFECTIVE
Most Effective
50.3%
23.8%
6.6%
TV
Radio
Online
9.3%
3.0%
Newspaper
Magazine
Out of Home
Source: BBM Analytics omniVU March 2014
10
TV ads standout
More A24-54 say television advertising is the MOST PERSUASIVE
Most Pursuasive
53.5%
20.7%
4.5%
TV
Radio
Online
9.9%
2.8%
Newspaper
Magazine
Out of Home
Source: BBM Analytics omniVU March 2014
11
TV ads standout
More A24-54 say television advertising is the MOST ENGAGING
Most Engaging
54.5%
21.6%
6.2%
TV
Radio
Online
6.9%
5.1%
Newspaper
Magazine
Out of Home
Source: BBM Analytics omniVU March 2014
12
TV ads standout
More A24-54 say television advertising is the MOST RELEVANT
Most Relevant
38.7%
22.6%
15.8%
8.6%
TV
Radio
5.4%
Online
Newspaper
Magazine
Out of Home
Source: BBM Analytics omniVU March 2014
13
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
14
TV Ads are Effective
•
TV advertising had the highest measured engagement and recall
Source: Innerscope Research June 2010
15
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
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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
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