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The Advantages of TV over Radio
August 2012
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The Advantages of TV over Radio
• 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.
To begin with…
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The Advantages of TV over Radio
• 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.
Secondly…
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The Advantages of TV over Radio
• Cross study comparison – Weekly hours Adults 25-54Cross-media Comparison
Television Radio Online Dailies Magazines
22.0 21.522.4
4.7 4.4
19.0
16.0
9.0
0.7
22.8
18.5 18.3
1.70.6
25.7
10.3 10.7
NADbank PMB RTS PPM comScore
Source: Marketing Magazine May 17, 2010
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The Advantages of TV over Radio
• 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.
…Cross-media Comparison
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The Advantages of TV over RadioCross-media ComparisonWeekly hours Adults 25-54
Television Radio
22.318.3
RTS
Source: BBM RTS Spring 2012; InfoSys+ PPM, M-Su 2a-2a, 2011-2012 Broadcast Year
Television
25.0PPM
• These most recent statistics continue to demonstrate that adults still spend noticeably more time with television.
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The Advantages of TV over Radio
• 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.
Stimulating your senses
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The Advantages of TV over Radio
• 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
Biometric Research
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The Advantages of TV over Radio
• Radio receives only 33% of the recall and engagement from its audience compared to TV.
Biometric Research
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The Advantages of TV over Radio
• 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
Stimulating your senses
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The Advantages of TV over RadioMost Influential AdvertisingAdults 25-54
61.4%
6.0% 7.0%2.7%
17.0%
0.8% 3.0% 2.0%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most influential?
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The Advantages of TV over Radio
59.0%
6.3% 8.1%4.7%
13.8%
2.2% 3.6% 2.3%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?
Most Persuasive AdvertisingAdults 25-54
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The Advantages of TV over Radio
61.4%
4.7% 6.3%2.4%
18.8%
1.5% 3.0% 1.9%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most powerful?
Most Powerful AdvertisingAdults 25-54
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The Advantages of TV over Radio
Television Radio Newspaper Magazines Internet Out of home Other Don't know
53.1%
10.3% 8.3%
2.1%
22.0%
1.1% 1.7% 1.3%
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
Q. In which medium are you MOST LIKELY TO NOTICE advertising?
Most Noticeable AdvertisingAdults 25-54
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The Advantages of TV over Radio
42.6%
14.4%11.4%
6.7%10.2%
6.3% 4.4% 4.2%
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
Q. When do you pay the MOST ATTENTION to advertising messages?
Most Attentive AdvertisingAdults 25-54
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The Advantages of TV over Radio
Television Radio Newspaper Magazine Internet Out-of-home Other Don't know
63.5%
6.8%1.9% 1.8%
12.3%
1.8% 2.2%
9.7%
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
Q. Thinking about your FAVOURITE advertisement, where did you see/hear it?
Most Favourite AdvertisingAdults 25-54
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The Advantages of TV over Radio
Television Radio Newspaper Magazine Internet Out-of-home Other Don't know
79.5%
8.6%
0.6% 0.0%
9.4%
0.6% 0.5% 0.7%
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
Q. Where did you see/hear the ad? (subset of previous question)
Most Emotive AdvertisingAdults 25-54
Yes No Don't know
87.0%
12.5%0.5%
Q. Have you ever seen/heard an ad that has made you LAUGH or CRY?
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The Advantages of TV over Radio
• 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)
A Great Investment Choice
Source: Thinkbox 2008
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The Advantages of TV over Radio
• 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.
Television: A conversation starter
Source: ADMAP November 2010
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The Advantages of TV over Radio
• 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”.
Attitudes of adults towards product placement in TV shows
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
• 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.
In Summary: