Transcript The Advantages of TV over Radio

The Advantages of TV Over Out-of-Home
September 2014
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The Advantages of TV Over Out-of-Home
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 image.
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Television has unbeatable scale and reach that reaches
audiences quickly and effectively.
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The effectiveness of out-home advertising is derived from
the frequency of the specific ads being seen.
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Since most out-of-home ads stay in the exact same place for
their campaign duration, only people who walk/drive by
numerous times will notice the advertising.
Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm
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The Advantages of TV Over Out-of-Home
Secondly…
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Out-of-Home can have more marketing impact when
viewers don’t have their filters up and see messages out of
context.
For example, seeing Simon Cowell’s grinning face for The X
Factor on a grocery shopping cart may make a potential viewer
sit up and take notice.
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Outdoor advertising is a glance medium. At best, it only
draws 2-3 seconds of a consumer’s time.
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Messages must be brief to fit in that 2-3 second time
frame. Ninety-five percent of the time, either the message
or the audience is in motion.
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TV reaches viewers when they are most receptive to
advertising.
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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.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Out-of-Home
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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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The nature of the way you have to buy outdoor
advertising (usually monthly commitment) is not
conducive to a very short campaign.
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Out-of-home advertising is highly dependent on the
location of the advertisement.
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In order for an advertisement to be effective it must be
placed in a high traffic area. This is usually very
expensive and also has to compete with several other
advertisements in the same area.
Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm
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The Advantages of TV Over Out-of-Home
Consumer Surveys
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:
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Perception of Advertising Effectiveness
Receptivity to Advertising
Screen Preference
Media Synergy
PVR Impact
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The Advantages of TV Over Out-of-Home
Cross-media Comparison
Weekly hours Adults 25-54
RTS
PPM
20.6
23.6
0.4
Television
•
OOH
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 Out-of-Home
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 Out-of-Home
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 Out-of-Home
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 Out-of-Home
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 Out-of-Home
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 Out-of-Home
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 Out-of-Home
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 Out-of-Home
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Limited scope for message (e.g. no space for detailed text, phone number, location map)
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Poor weather can affect the visibility of the advertisement, and limit the number of people even noticing the
advertisement.
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Outdoor advertising can be vandalized or fall into disrepair and reflect poorly on your brand or campaign.
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Different municipalities have different by-laws/regulations in place to control outdoor signage and advertisements.
Source: http://www.adglitz.com/2010/11/08/billboardoutdoor-advertising-disadvantages/
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The Advantages of TV Over Out-of-Home
In Summary:
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Television is far more effective than Out-of-Home in conveying an advertiser’s message as TV impacts the
consumer’s several different senses simultaneously.
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Research shows people identify TV as the medium they find to be most effective, engaging, and persuasive.
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The visual and emotional attributes of TV advertising allow for better retention of information and brand awareness
on the part of the consumer.
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