TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival...

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TV VS OTHER MEDIA

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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 Q – Q2 2009, question is asked of all respondents have used that media in the last 7 days

Transcript of TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival...

Page 1: TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival reports that: Source: WARC – quoting a 2009 UK survey.

TV VSOTHER MEDIA

Page 2: TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival reports that: Source: WARC – quoting a 2009 UK survey.

“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.”

Page 3: TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival reports that: Source: WARC – quoting a 2009 UK survey.

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

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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

Page 4: TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival reports that: Source: WARC – quoting a 2009 UK survey.

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

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20.0

30.0

40.0

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60.0

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Talk To SomeoneAbout Advert

Consider BuyingSomething

Decide Where To BuyFrom

Actually BuySomething

Page 5: TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival reports that: Source: WARC – quoting a 2009 UK survey.

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

Page 6: TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival reports that: Source: WARC – quoting a 2009 UK survey.

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

Page 7: TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival reports that: Source: WARC – quoting a 2009 UK survey.

TV REACHES MORE PEOPLE THAN NEWSPAPERS

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

Media Reach by Age Group

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10%

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80%

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100%

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

Daily Paper Reach TV Weekly Reach

Page 8: TV VS OTHER MEDIA. “A new survey commissioned for the annual Edinburgh International TV Festival reports that: Source: WARC – quoting a 2009 UK survey.

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

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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+