TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival...
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Transcript of TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival...
TV VSOTHER MEDIA
“A new survey commissioned for the annual Edinburgh
International TV Festival reports that:
Source: WARC – quoting a 2009 UK survey by Deloittes and online research firm YouGov
TV advertising is up to three times as effective
as any other medium.”
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• More people will actually buy something after seeing a TV ad than any other media 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
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
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
• 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
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
•Neck and neck with magazines against all 10+