TV advertising’s killer charts What every marketer should know 12 nickable charts with notes Taster Deck Published: April 2016

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TV gives the best business results Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA

TV dominates the world of video viewing Source: 2015, BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 6 / Rentrak All Individuals: 4hrs, 35 mins 16-24s: 3hrs, 25 mins All Individuals 16-24s Average video time per day 0.9% 0.4%

TV accounts for 94% of all video advertising time Source: 2015, BARB / comScore Video Metrix / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 6 / Rentrak All Individuals: 18.5 mins 16-24s: 12.8 mins All Individuals 16-24s Average video advertising time per day

TV has extremely high daily, weekly and monthly reach Source: BARB, 2015, individuals, reach 1min+. TV set viewing within 7 days of broadcast Commercial TV reaches 70.8% of the population in a day 92.5% of the population in a week 98.0% of the population in a month

Despite a decade of disruption, standard viewing is resilient Source: BARB , individuals. TV set viewing within 7 days of broadcast; Ofcom Technology Tracker Downloadable 60% Internet access Commercial partnership 85% Internet access 3h 39m 3h 36m 3h 38m 3h 44m 3h 45m 4h 02m 4h 01m 3h 52m 3h 41m 3h 36m

An additional 6.5% of viewing sits outside of the ‘Industry standard’ Source: BARB and UK broadcaster data, 2015, individuals

TV accounts for 42% of adult’s chosen media day Source: IPA Touchpoints , adults 15+. Includes only media which people choose to consume. TV, radio, newspaper & magazine figures include online/app consumption Adults 15+

TV accounts for almost a third of 15-24’s chosen media day Source: IPA Touchpoints , adults Includes only media which people choose to consume. TV, radio, newspaper & magazine figures include online/app consumption Adults 15-24

Millennials’ TV viewing increases as they get older and have kids Source: IPA Touchpoints Base: 16-24, 25-34, with children

The majority of TV viewing is live Source: BARB, Jan-Dec 2015, individuals; individuals in DTR homes. TV set viewing within 7 days of broadcast Individuals Individuals with DTRs IndividualsIndividuals with DTRs LiveViewed on the same day as live (VOSDAL)Time-shifted viewing within 7 days

Fame and emotion generate the most sales and profit Source: ‘Marketing in the Era of Accountability’, 2007, IPA Emotive campaigns or ads which achieved fame 50% more likely to gain large business effects

TV ads evoke emotion more than ads in other media Source: TV Nation, 2014, Ipsos MediaCT/Thinkbox. Base: all adults % claim TV ads are most likely to make them laugh, cry or feel emotional

TV advertising’s killer charts What every marketer should know Published: April 2016 Hungry for more? Click here for thehere Full Deck 51 nickable charts With notes