“A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other.

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BUSTING MAGAZINE MEDIA

BUSTING MAGAZINE MEDIA

“A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any.

OOH Reaches 9 out of 10 people

BUSTING MAGAZINE MEDIA

Types of Ads Advantages Disadvantages Newspapers Magazines Radio TV

Presented By: Pauline Hanton and Phil Clemas

Presentation transcript:

“A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other medium.” Source: WARC – quoting a 2009 UK survey by Deloittes and online research firm YouGov TELEVISION: THE MOST POPULAR MEDIUM

SALES RETURN A higher percentage of people will buy a product after seeing it advertised on television Source: Nielsen Media Q – Q2 2009, question is asked of all respondents have used that media in the last 7 days

CONSUMER ACTION Television advertising creates action on a multitude of levels Source: Nielsen Media Q – Q2 2009, question is asked of all respondents have used that media in the last 7 days

TELEVISION: MOST POPULAR MEDIA Television remains the most accessible media, with 98% of the population having watched TV within a week Growing in strength is Internet, which now has more users within a week than Daily Papers Source: Nielsen Media Q – Q *Magazine readership is ‘any title within it’s publishing period’ – i.e. Weekly, monthly, quarterly

RECALL Media metrics can only measure the opportunity to see – they don’t measure the creative take out Consider: – What is your favourite Radio Ad? – Favourite Newspaper ad? – Favourite Magazine ad? – Favourite TV ad? The majority of people when asked will respond with a TV ad top of their list Findings show TV is more memorable as through combining both visual and audio it engages more of the viewers senses and creates more impact

TV REACHES MORE PEOPLE THAN NEWSPAPERS RESULTS Television delivers consistently higher levels of reach than newspapers, across all age groups Media reach by age group

TV RATES RESULTS Television is the only medium to show a decrease in rates over the period from July 2005 – June 2008 Comparison of rates KEY/SUMMARY Blue: Newspapers +7%. Yellow: Television -2.4%. Red: Magazines +5%. Orange: Outdoor +8%, Purple: Cinema +13%. Brown: Radio +7% Source: TV Map, NAB, APN, TRB, Prrads and Roy Morgan Television Rates for ONE, 2, 3, C4, and Prime -1.4%, Rate decrease fuelled by TV ONE Source: TV Map, NAB, APN, TRB, Prrads and Val Morgan Television Rates for ONE, 2, 3, C4, and Prime -1.4% Rate decrease fuelled by TV ONE

TV OFFERS COST EFFICIENT CPM RESULTS As a result TV continues to offer a cost efficient CPM – neck and neck with Magazines against all 10+ CPMs – AP 10+ Source: Various – Against AP 10+, Television 30sec Peak, Radio 30sec All Day, Newspapers 40x7 mono, Magazines FP4C