The Advantages of TV over Radio

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The Advantages of TV over Radio

August 2012

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• 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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• 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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• 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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• 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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• 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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• 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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• Radio receives only 33% of the recall and engagement from its audience compared to TV.

Biometric Research

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• 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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59.0%

6.3% 8.1%4.7%

13.8%

2.2% 3.6% 2.3%


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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61.4%

4.7% 6.3%2.4%

18.8%

1.5% 3.0% 1.9%


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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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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42.6%

14.4%11.4%

6.7%10.2%

6.3% 4.4% 4.2%


Q. When do you pay the MOST ATTENTION to advertising messages?

Most Attentive AdvertisingAdults 25-54

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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%


Q. Thinking about your FAVOURITE advertisement, where did you see/hear it?

Most Favourite AdvertisingAdults 25-54

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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%


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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• 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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• 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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• 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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• 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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• 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:

The Advantages of TV over Radio

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