“A new survey commissioned for the annual Edinburgh International TV Festival reports that

TV advertising is up to three times as effective as any other medium.”

Source: WARC – quoting a 2009 UK survey by Deloittes and online research firm YouGov

TV Advertising is the Most Likely to Translate into a Sale

• More people will actually buy something after seeing a TV ad than any other media

Source: Nielsen Media Q3 2008 – Q2 2009, question is asked of all respondents have used that media in the last 7 days

Consumer Action

0.0

10.0

20.0

30.0

40.0

50.0

Actually BuySomething after seeing

TV Ad

Actually BuySomething after seeing

Newspaper Ad

Actually BuySomething after seeingCommunity Paper Ad

Actually BuySomething after

hearing a Radio Ad

TV Advertising Creates Action

• TV Advertising creates action on a multitude of levels

Source: Nielsen Media Q3 2008 – Q2 2009, question is asked of all respondents have used that media in the last 7 days

Consumer Action

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

Talk To SomeoneAbout Advert

Consider BuyingSomething

Decide Where To BuyFrom

Actually BuySomething

TV Most Popular Media, Internet Over Takes Newspapers

• Television remains the most accessible media, with 98% of the population having watched TV within a week

• Growing in strength is Internet, which now has more users within a week than Daily Papers

Media Usage

0.0

20.0

40.0

60.0

80.0

100.0

Watched TVwithin a week

Read amagazine*

Listened to Radiowithin a week

Used the Internetwithin a week

Read a dailypaper within a

week

Source: Nielsen Media Q3 2008 – Q2 2009 *Magazine readership is ‘any title within it’s publishing period’ – i.e. Weekly, monthly, quarterly

Opportunity to see? Recall?

• Media metrics can only measure the opportunity to see – they don’t measure the creative take out

• Ask yourself….

• What is your favourite Radio Ad?• Newspaper ad?• Magazine ad?

• TV ad?

• Most people when asked will think of a lot more TV ads than any other media

• TV is more memorable and is remembered longer as it combines both visual and audio

TV reaches more people than newspapers

Source:

TV delivers consistently higher levels of reach than newspapers, across ALL age groups

Media Reach by Age Group

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AP10-19 AP20-29 AP30-39 AP40-49 AP50-59 AP60-69 AP75+

Daily Paper Reach TV Weekly Reach

TV continues to offer a cost efficient CPM, neck and neck with Mags against All 10+

Source: Various – Against AP 10+Television 30sec Peak, Radio 30sec All Day, Newspapers 40x7 mono, Magazines FP4C

0

5

10

15

20

25

30

35

40

July 05-June 06 July 06-June 07 July 07-June 08 July 08-June 09

CPM

($)

Radio Magazines Television (All ex Sky) Television (ONE/2/3) Press