Transcript The Advantages of TV over Radio

The Advantages of TV over Radio
September 2014
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The Advantages of TV Over Radio
To begin with…
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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.
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The qualities of television allow advertisers
to create a long lasting and memorable brand
and corporate image.
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The Advantages of TV Over Radio
Secondly…
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Television is considered the most engaging
medium over other major media.
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The ability to show products in action can
easily introduce new products to consumers.
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Television has built a reputation of prestige
and credibility. Thus, enhancing the image of
advertisers who use television.
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The Advantages of TV Over Radio
Cross-media Comparison
Weekly hours Adults 25-54
RTS
PPM
20.6
23.6
17.3
Television
•
Radio
Television
These most recent statistics continue to demonstrate that adults still spend noticeably more time
with television.
Source: BBM RTS Spring 2014; Infosys+ PPM, M-Su 2a-2a, 2014 Broadcast Year
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The Advantages of TV Over Radio
Cross-media Comparison (Cont’d)
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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.
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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.
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The Advantages of TV Over Radio
Stimulating your senses
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Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal
communication.
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Television’s ability to touch people’s senses simultaneously creates a synergistic effect that cannot be duplicated by only
stimulating an individual sense.
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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.
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The Advantages of TV Over Radio
Biometric Research
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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
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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
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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
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Television advertising proved to be more engaging and generated higher recall that all other media included in the
study
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The Advantages of TV Over Radio
Biometric Research

Radio receives only 33% of the recall and engagement from its audience compared to TV.
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The Advantages of TV Over Radio
Stimulating your senses
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
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Surveys include:
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Perception of Advertising Effectiveness (Attitudinal)
Receptivity to Advertising
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The Advantages of TV Over Radio
Most Influential Advertising
Adults 25-54
57.3%
23.1%
4.1%
5.9%
3.8%
2.2%
2.6%
1.0%
Q. Which ONE of the following media carries advertising that you believe to be the most influential?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Radio
Most Persuasive Advertising
Adults 25-54
50.0%
27.8%
4.3%
6.9%
3.3%
1.9%
2.2%
3.4%
Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Radio
Most Powerful Advertising
Adults 25-54
50.9%
29.3%
3.9%
7.9%
1.9%
1.9%
2.1%
2.1%
Q. Which ONE of the following media carries advertising that you believe to be the most powerful?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Radio
Most Authoritative Advertising
Adults 25-54
44.7%
18.5%
18.1%
5.5%
Television
Radio
2.5%
Newspaper
Magazines
1.5%
Internet
Out of home
4.0%
5.2%
Other
Don't know
Q. Which one of the of the following media carries advertising that you believe to be the most authoritative?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Radio
Most Engaging Advertising
Adults 25-54
54.8%
23.7%
7.1%
Television
Radio
5.6%
Newspaper
4.5%
Magazines
Internet
1.0%
2.4%
1.0%
Out of home
Other
DK/Ref
Q. Which ONE of the following media carries advertising that you believe to be the most engaging?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Radio
Most Relevant Advertising
Adults 25-54
38.5%
27.4%
12.4%
9.2%
5.5%
1.0%
Television
Radio
Newspaper
Magazine
Internet
Out-of-home
3.3%
2.7%
Other
Don't know
Q. Which ONE of the following media carries advertising that you believe to be the most relevant?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Radio
Most Effective Advertising
Adults 25-54
49.4%
29.3%
6.4%
7.4%
1.8%
Television
Radio
Newspaper
Magazine
Internet
1.5%
2.5%
1.7%
Out-of-home
Other
Don't know
Q. Which ONE of the following media carries advertising that you believe to be the most effective?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Radio
In Summary:

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.
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