1. TV Advertising’s Killer Charts What every marketer should know
PUBLISHED April 2019
TV Advertising’s Killer Charts What every marketer should know
Full Deck - Nickable charts with notes
Hello. Welcome to ‘TV advertising’s Killer Charts’. This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising – and is in fact becoming more effective.
If you have any questions about this deck – or would like more information on any topic – please contact us via

2. Who is Thinkbox? Main shareholders Associates & supporters
Thinkbox is the marketing body for commercial TV in the UK, representing over 99% of commercial broadcasting.
Our shareholders are ITV, C4, Sky, UKTV and Turner.
Our aim is to help advertisers and agencies get the most out of today’s TV.

3. In this presentation… 01 02 03 04 05 06 07 08 TV VIEWING: THE FACTS
TV ADVERTISING: THE MOST EFFECTIVE AND GETTING MORE SO 02
TV DRIVES ACTIVATION 03
TV AND MULTI-SCREENING 04
TV HAS UNBEATABLE SCALE AND REACH 05
TV IS THE EMOTIONAL MEDIUM AND BUILDS BRAND FAME 06
TV IS GREAT VALUE 07
TV IS A TRUSTED & SAFE ENVIRONMENT FOR BRANDS 08

4. SECTION ONE
TV viewing: the facts

5. The last decade has seen huge improvements in TV quality
UK broadcaster content spend c.£7.5bn
(+15% up on 2008)
72% have broadcaster VOD on TV set
(x5 higher than 2008)
63% of main TV screens 40”+
(x4 higher than 2008)
UK broadcaster content spend c.£7.5bn
(+15% higher in real terms than 2008)
63% of main TV set screens are 40”+
(x4 higher than in 2008)
72% of individuals have access to broadcaster VOD on their TV set
(x5 higher than 2008)
Source: BARB, Ofcom, Thinkbox estimates

6. Broadcaster content accounts for the majority of TV viewing
HOURS PER PERSON PER DAY (ALL INDIVIDUALS)
Source: , BARB / Broadcaster stream data / IPA Touchpoints 2018

7. Broadcaster TV accounts for 69% of our video day…
ALL INDIVIDUALS
Average video time per day
All Individuals: 4hrs, 41 mins
16-34s
16-34s: 4hrs, 25 mins
Methodology
The quantitative analysis of total video consumption in the UK was undertaken by Thinkbox. It combined 2018 data from BARB, comScore, the IPA’s Touchpoints and Rentrak box office data.
BARB data shows how much time is spent viewing broadcaster content, live or time-shifted (DTR and VOD) on the TV set. It also records how much time the TV set is being used for other activities such as SVOD, DVDs and gaming. However, BARB is unable to determine what the splits are between each of these different activities.   
To determine these, Thinkbox used Touchpoints 2018 to calibrate the BARB data. This survey provides estimates for the time spent split by the different TV set activities and also provides estimates for how much time is spent viewing this content on other devices such as tablets, smartphones, and laptops.
The combination of these sources creates a solid estimate as it utilises the robustness of BARB data (12,000 panel members, representative of the UK TV population, metered actual consumption data, analysis across a whole year) alongside the detailed splits of viewing activity provided by Touchpoints diary data.
To estimate YouTube as comScore multi-platform data doesn’t include viewing on TV sets from connected TVs or games consoles, we add in the volume believed to be missing based on Touchpoints data.
As comScore multi-platform data is not available across all sites, the missing portion of mobile viewing for Facebook, other online and Adult XXX is calculated from Touchpoints data.
The analysis also used census level broadcaster stream data to estimate the time spent watching Broadcaster VOD on both the TV set and other devices. Broadcaster first party and survey data was used to estimate the relative size for 16-34s.
Time spent viewing video at cinemas was based on box office sales from Rentrak estimates were generated from the Touchpoints profile data of Cinema goers.
All data is weighted to the entire population based on ONS UK population estimates.
Source: 2018, BARB / comScore / Broadcaster stream data / IPA Touchpoints 2018 / Rentrak

8. TV is fundamental for getting ads seen
ALL INDIVIDUALS
TV is fundamental for getting ads seen
Average video advertising time per day
All Individuals: 18.5 mins
16-34s
16-34s: 12.5 mins
Whilst understanding how our video day breaks down is interesting, but what really matters to us in the advertising world is where our ads get seen. The fundamental job of any medium is to help advertisers get their message across, in full.
Some viewing in the video wheel is to content where there isn’t any advertising. BBC, SVOD – maybe you wouldn’t want to advertise within porn..?
This wheel shows the breakdown of where video advertising is seen and it shows how TV excels here.
YouTube is pretty poor at converting viewing to ad viewing time for the following reasons.
You can skip the ads
Most of YouTube is the long tail and they tend to put less advertising here
90% of YouTube activity is by 20% of users, so frequency capping will limit ad exposure.
Methodology
YouTube: YouTube have ceased supplying data on the number of ads served as of January As a result we have had to model the amount of time spent viewing advertising on YouTube based on the relationship between time spent viewing YouTube content and time spent viewing ads on YouTube according to the comScore panel. This data suggests that 10 mins of YouTube viewing on average converts to 11 seconds of time spent watching advertising. Live TV converts 72 seconds of time spent viewing ads for every 10 mins of time spent viewing content.
There are a number of reasons behind why YouTube converts content viewing time to ad viewing time:
YouTube don’t put advertising across a vast amount of inventory and the majority of viewing to YouTube is to the long tail.
Ads on YouTube are skippable
Some users install ad blockers for .com viewing of YouTube.
Other online video includes everything else outside of YouTube , including Facebook and all auto-play advertising across all publishers as reported by comScore. This is also up-weighted to estimate mobile consumption using Touchpoints 2018 data. * ComScore data for ad time significantly dropped in 2018 as they changed the tagging m. We are exploring this with comScore, but haven’t yet received a reason behind the sudden decline in reported time spend watching av advertising online.
Cinema data is based on Rentrak box office sales and an estimate of 10 minutes ad viewing per film
Broadcaster VOD data is based on impression delivery provided by all broadcasters from their player data alongside average ad impression view-through rates to estimate total time.  
Playback and Live TV is based on BARB data.
Source: 2018, BARB / comScore / Broadcaster stream data / IPA Touchpoints 2018 / Rentrak

9. On average, each person sees 41 TV ads a day
Only includes ads viewed at normal speed on a TV set
In total 2.5 billion TV ads are seen in the UK every day
On average, each person sees 41 TV ads a day
Source: BARB, , individuals.*digital switchover complete

10. Broadcaster VOD viewed on TV set grew by 18% in 2018
Source: UK broadcaster data , Individuals

11. Viewers have embraced new screens for broadcaster VOD
% of adults watching broadcaster VOD via device (in a week)
37.9%
8.6%
7.8%
5.4%
TV set
Laptop / desktop
Tablet
Smartphone
New screens are increasingly popular for watching TV content, as the IPA’s TouchPoints study shows
Source: TouchPoints 2018, IPA. Base: adults 15+

12. TV accounts for 37% of adults’ chosen media day
Source: TouchPoints 2018, IPA. Base: adults 15+. Includes only media which people choose to consume. TV, radio, newspaper & magazine figures include online/app consumption

13. TV accounts for 21% of 16-34s’ chosen media day
Source: TouchPoints 2018, IPA. Base: 16-34s. Includes only media which people choose to consume. TV, radio, newspaper & magazine figures include online/app consumption

14. There are 8 need states which drive video viewing
content
16% COMFORT
10% EXPERIENCE
26% UNWIND
2% DO
18% DISTRACT
9% INDULGE
7% ESCAPE
12% IN TOUCH
personal
social
The Age of Television study conducted by MTM, on behalf of Thinkbox, observed there are eight need states which define our video viewing habits:
ESCAPE
EXPERIENCE
IN TOUCH
COMFORT
UNWIND
DISTRACT DO
INDULGE
The study sized these eight need states in terms of the time audiences spend meeting each one with video content.
We found that the largest proportion of time spent watching videos is to satisfy the need to unwind, the need for a distraction and the need for comfort.
The role of content and context differ across each need state, with content is particularly important for escape and experience.
In contrast, the need to unwind is far more likely to be driven by context – such as the need to wind down after work.
The need states also differ in terms of being personally or socially driven. For example, the need for comfort is driven by a desire to spend time with others, while the need for a distraction is more personal.
For more information on this study please see:
context

15. Live TV viewing is driven by need to keep in touch and experience viewing with others
This study showed that live TV delivers across the widest range of need states, particularly in terms of helping people stay in touch, or spend time together.
Live TV also excels at providing a mass shared viewing experience, with more than two thirds of time spent in the experience need state being served by live TV.
For more information on this study please see:
Source: The Age of Television, 2018, MTM/Thinkbox. Base: all adults (53 – 1,531)

16. Millennials’ TV viewing increases as they get older and have kids
The latest IPA TouchPoints study demonstrates clearly how life-stage impacts time spent viewing different forms of video. The older we get, and the more family responsibility we have, the less we watch VOD and the more we watch linear TV.
Source: TouchPoints 2018, IPA. Base: 16-24, 25-34, with children

17. TV dominates media consumption all evening
% REACH
TV viewing builds through the day to dominate our media consumption in the evenings.
Other online activity includes using the internet for work/info/shopping/browsing/banking/services/social media/messaging service
Source: TouchPoints 2018, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption

18. Even those with TV recorders watch a lot of TV ads
8.8m
8.4m
NO. OF TV ADS VIEWED PER WEEK
6.4m
6.8m
6.8m
5.2m
5.5m
% OF INDIVIDUALS WITH TV RECORDERS
5.3m
7.6m
7.7m
7.2m
5.3m
4.9m
4.4m
7.0m
5.8m
4.8m
It’s wrong to presume that all those with the ability to fast-forward TV ads, do so. Around 90% of those with video recorders still see at least one ad per week.
3.8m
4.7m
2.8m
Source: BARB, individuals with PVRs. Ads viewed at normal speed on TV set

19. TV advertising: the most effective and getting more so
SECTION TWO
TV advertising: the most effective and getting more so

20. SHORT-TERM PROFIT ROI EFFICIENCY
TV creates 62% of short-term profit at the highest efficiency (all categories)
Bubble size represents % of short-term return
TV: 62%
Radio: 5%
Print: 22%
Online Video: 5%
SHORT-TERM PROFIT ROI EFFICIENCY
BREAK EVEN
Online Display: 2%
OOH: 3%
TV drives the largest short-term profit at the highest efficiency, as shown by findings from ‘Profit Ability: the business case for advertising’ commissioned by Thinkbox with Ebiquity and Gain Theory.
This chart demonstrates how each channel performs in terms of its short-term efficiency (ROI) versus % budget. However, it’s crucial to consider not only the ROI efficiency of a channel, but also the relative profit generated by each media (represented by the size of the ‘bubble’).
Whilst TV accounts for just over half of all media spend in the Ebiquity database, the returns from TV represent nearly two thirds of all the measured short-term profit generated from media investment. The impact of TV investment surpasses what the weight of investment implies it should deliver.
For more information on this study please see:
% OF BUDGET
Source: ‘Profit Ability: the business case for advertising’, November 2017
Ebiquity ROI campaign database (Feb’14-May’17). Campaign obs: 1954
NB: Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video

21. Scale is fundamental to high profitability
INCREMENTAL PROFIT RETURN
Findings from ‘Profit Ability: the business case for advertising’ commissioned by Thinkbox with Ebiquity and Gain Theory shows that it’s important to optimise investment in each medium by considering the efficiency threshold it has.
We can do this by looking at the difference in potential spend and profit return for different media (Financial Services example).
One of the reasons TV is so effective is because it has the highest headroom for spend – i.e. you can deliver more volume on TV (because of its scale and popularity) before you hit a ceiling and your spend becomes inefficient.
TV has the most powerful combination of being able to reach people efficiently and generating an uplift per rating, without excessive frequency becoming an issue.
For more information on this study please see:
SPEND LEVEL
Source: ‘Profit Ability: the business case for advertising’, Nov 2017
Ebiquity ROI campaign database. Financial Services example
NB: Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video

22. Total advertising-generated profit by medium
TV: 71%
Print: 18%
Radio: 3%
Online Video: 4%
OOH: 3%
Bubble size represents % of total profit
Total profit = all return (short + long-term)
generated over 3 years
TOTAL PROFIT ROI EFFICIENCY
BREAK EVEN
Findings from ‘Profit Ability: the business case for advertising’ commissioned by Thinkbox with Ebiquity and Gain Theory shows that only by looking at the combined short and long-term effects of advertising can you see the entirety of what each medium provides in profitable return. To do this we combine the results of the short and long-term section of the Profit Ability study to report total efficiency and profit volume returned by media channel.
TV delivers 71% of total advertising-generated profit over 3 years despite TV currently commanding 54% of average advertising budget.
For more information on this study please see:
Online Display: 1%
% OF BUDGET
Source: ‘Profit Ability: the business case for advertising’, Nov 2017
Ebiquity ROI campaign database (Feb’14-May’17) & Gain Theory. Campaign obs: 1,954
NB: Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video

23. Including TV in your plan drives effectiveness
29%
20%
17%
15%
10% 7% 6% 6% 3% 2%
The latest analysis of the IPA Effectiveness Databank (‘Media in Focus’ study) shows that campaigns using TV are the ones that are most likely to drive a higher number of big business effects such as very high volumes of profit, market share growth or decreases in price sensitivity.
This backs up every other major piece of advertising effectiveness research – TV is consistently the highest performing medium.
For more information on this study please see:
Source: Media in Focus, 2016, Binet & Field IPA

24. TV has become more effective over time
Adding TV increases effectiveness by 40%, making TV the most effective medium
INCREASE IN AVG. NO. VERY LARGE BUSINESS EFFECTS FROM ADDING TV%
The IPA study ‘Media in Focus’ looked at how advertising effectiveness has changed over time. If we look at how TV’s effectiveness has changed over time you might expect that in an era of social media and online video that TV might have become less effective. But actually the reverse is true.
By adding TV to your campaign, you could now expect an average increase in effectiveness of 40%. That makes it one of the biggest differences you can make to the effectiveness of marketing.
For more information on this study please see:
Source: Media in Focus, 2016, Binet & Field IPA

25. Brand TV is the most cost-efficient longer-term channel
EFFICIENCY INDEX AT DRIVING BRAND METRICS (HIGHER = BETTER)
LONGER-TERM RESPONSE
Thinkbox worked with GroupM to uncover how response to advertising works in 2015 in a study called ‘TV Response: new rules, new roles’.
GroupM discovered that half of all media-driven advertising response comes in the longer-term (up to two years after an ad has been seen).
Perhaps unsurprisingly, the more brand-focussed the channel, the more efficient it is at driving a long-term effect. TV comes out top with brand response TV responsible for 52% of the long-term media impact.
Brand response TV advertising was 40% more efficient at driving long term response per pound and 180% more efficient than online.
For more information on this study, see the full write up on the Thinkbox website:
Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 7 brands

26. Broadcaster VOD enhances TV’s effectiveness
36%
27%
The IPA study ‘Media in Focus’ demonstrated that one of the reasons TV is becoming more effective over time is due to the combined power of linear TV and broadcaster VOD. Adding BVOD to a campaign increases TV’s effects by about a third.
For more information on this study please see:
Source: Media in Focus, 2016, Binet & Field IPA

27. Media channel breakdown of short-term and total profit
‘Profit Ability: the business case for advertising’ provides advertisers with the evidence they need to build the business case for advertising and, within this, the case for TV. The study is an analysis of data from Ebiquity and Gain Theory, advertising evaluation specialists. Across their data sets of better known advertiser brands whose media is bought by the major media agencies and professionally audited they have quantified how advertising drives growth in both the short and the long term and the contribution of different media channels towards these two effects.
This table provides a breakdown, by media channel, of the key findings from the study.
Please note, short-term profit is profit delivered throughout a campaign and for a period of circa three months afterwards. Long-term profit is profit delivered up to three years post-campaign.
For more information on this study please see:
Source: ‘Profit Ability: the business case for advertising’, November 2017
Ebiquity & Gain Theory
NB: Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video

28. SECTION THREE
TV drives activation

29. TV accounts for a third of media-driven sales
SHORT TO MEDIUM-TERM RESPONSE
‘TV Response: new rules, new roles’, conducted by GroupM, analysed the proportion of sales that were generated by advertising in the short to medium-term (up to three months after an ad has been seen). The analysis revelead that response from communications makes up 39% of sales, of which TV drives a third.
For more information on this study, see the full write up on the Thinkbox website:
Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 15 brands

30. DRTV is the strongest ‘demand generating’ channel
Most efficient
Generic PPC search
Demand harvesters
Affiliates
Direct response TV
DR online display
Demand generators
DR offline
Brand TV
Brand offline
Generic PPC search
Brand online display
‘TV Response: new rules, new roles’, conducted by GroupM demonstrated that the volume of response a channel drives is important, but you need to consider the cost of that response to understand its efficiency.
Of all the channels that drive response in the short to medium-term, Direct Response TV is the strongest ‘demand generating’ channel from a cost perspective, performing similarly to generic search and affiliate sites.
For more information on this study, see the full write up on the Thinkbox website:
EFFICIENCY INDEX (COST PER RESPONSE, LOWER=BETTER)
Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 15 brands

31. TV drives high levels of indirect online response
TV’S CONTRIBUTION TO MEDIA-DRIVEN SALES
Indirect
% of media-driven response (i.e. excl. base driven sales)
SHORT TO MEDIUM-TERM RESPONSE
Direct
‘TV Response: new rules, new roles’, conducted by GroupM, was able to show how TV drives both direct and indirect response.
Firstly, TV drives a response through several channels directly.  It generates a quarter (25%) of all media-driven sales delivered via the phone, 45% of all media-driven sales via bricks & mortar and 29% of media-driven sales through web traffic driven direct-to-site – this includes non-paid-for search.
In addition, TV drives an indirect response through online channels, generating 33% of media-driven sales via paid-for online search; 26% of media-driven sales whose last click is via an online display ad and a fifth of media-driven sales via affiliate marketing. 
It also became apparent that TV had a significant impact on social media activity.   TV was responsible for driving 33% of all media driven interactions for brands on Facebook.
For more information on this study, see the full write up on the Thinkbox website:
Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 8 brands. *Facebook metric is likes/comments

32. TV drives the highest volume of cost-efficient response
‘TV Response: new rules, new roles’, conducted by GroupM, proved that TV drives the highest volume of cost-efficient response.
On average, TV spend can be double that of the next best performing medium before it starts to become inefficient. TV drives the highest volume of cost-efficient response.
Due to its reach and scale, TV advertising keeps generating a cost efficient level of response at higher levels of spend than other media.
To put it simply: the point at which the efficiency of ad spend starts to decrease significantly (because you have reached saturation and/or are repeatedly talking to the same people) is much lower for TV than for the other communication channels.
For more information on this study, see the full write up on the Thinkbox website:
Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 7 brands

33. TV and multi-screening
SECTION FOUR
TV and multi-screening

34. Multi-screening brings the high-street to the living room
42 mins
spent using internet while watching TV per day
Source: TouchPoints 2018, IPA. Base: adults 15+
IPA Touchpoints analysis shows that the average adults spends 42 minutes per day multi-screening.

35. Multi-screening usage patterns follow TV
Multi-screening usage patterns follow that of TV, gradually increasing during the day.
Source: TouchPoints 2018, IPA. Base: adults 15+ who have broadband

36. Ad break multi-screeners are more likely to stay in front of ads
% AGREEING WITH EACH STATEMENT
Thinkbox’s ‘Screen Life: TV advertising everywhere’ study found that multi-screeners are more likely to stay in the room and in front of the ads when they are multi-screening. The use of another device often prevents the use of the remote control to switch channels
For more information on this study, see the full write up on the Thinkbox website:
Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox. Mobile diary 7pm-11pm.

37. Multi-screening doesn’t diminish ad recall
Thinkbox’s study ‘Screen Life: the view from the sofa’ conducted by Cog research revealed that multi-screening doesn’t diminish ad recall.
In a 21st century recreation of Saatchi’s famous ‘ironing board test’ multi-screeners demonstrated the same level of brand recognition as those who weren’t multi-screening.
74 participants were invited to a research facility to take part in a task. Upon arrival, they were asked to wait in a room where the TV was on and an ad break was running.
Half the participants used their phone or another mobile device while in the waiting room. The other half were instructed not to use their phones while waiting. None of the participants were aware that their time in the waiting-room was part of the test.
Following the waiting-room exposure, they were asked to do an online survey in which they were asked what brands they could recall from the TV ad break they’d been exposed to in the waiting-room.
For more information on this study, see the full write up on the Thinkbox website:
Source: Screen Life: the view from the sofa, 2012, COG/Thinkbox

38. TV has unbeatable scale and reach
SECTION FIVE
TV has unbeatable scale and reach

39. TV reaches large numbers of all key audiences
In one week TV (Linear TV and BVOD) is watched by…
94.9%
of individuals
95.7%
of adults
95.6%
of ABC1 adults
96.5%
of women
95.2%
of men
92.5%
of 16-34s
97.1%
of housepersons with children
TV has the greatest reach of all media. No other form of advertising can build scale as quickly and powerfully as TV.
Note on the data: linear TV reach from BARB industry standard data, BVOD reach calculated using IPA TouchPoints.
Source: BARB, 2018, reach 3min+; IPA TouchPoints, 2018.

40. Total TV reach is stable (linear TV + BVOD)
Weekly Reach %
2015
2016
2017
2018
Individuals
94.4
95.5
95.2
94.9
Adults
95.0
96.0
95.7
ABC1 adults
96.1
95.6
16-34
90.9
92.9
92.3
92.5
Men
94.2
95.1
Women
96.9
97.0
96.5
HP+CH
96.6
97.7
97.1
Total TV.
Note on the data: linear TV reach from BARB industry standard data, BVOD reach calculated using IPA TouchPoints.
reach (linear TV + Broadcaster VOD) has remained stable
Source: IPA TouchPoints, BARB, 2015 – 2018, reach 3min+

41. An average broadcast TV campaign of 400 TVRs in the UK gets 240 million views
Beware the seduction of ‘views’. Views that TV ads get online are an important part of the way brands now communicate. However, because the figures are so visible, the offline views – which are often driving them – can get overlooked. A million online views is not to be sniffed at, but an average broadcast TV campaign in the UK gets 240 million ‘views’ – and that is before you consider the different quality of the viewing experiences.
How this is calculated:
A typical campaign of 400 ratings expressed as views is 4 times the TV universe.
Source: BARB 2018, individuals

42. Commercial TV delivers unrivalled scale
Social Media
Commercial Radio
Newspaper / Magazine
YouTube
ADULTS REACHED PER WEEK
(MILLIONS)
As well as reaching into every corner of the country, people also spend a lot of time with TV. It is the most popular medium.
AVERAGE HOURS PER WEEK
Source: TouchPoints 2018, IPA. Base: adults 15+. Newspaper/magazine/TV figures include online/app consumption

43. Linear TV and broadcaster VOD together build cost effective reach
16-34 cover guide
Linear TV and BVOD advertising can be combined on a like-for-like basis as they are essentially the same thing, the same quality. You can’t do this with other forms of video that have low viewability, are not brand safe and not viewed from start to finish.
As viewing has re-distributed between linear and BVOD, so TV advertising must too. For example, a campaign today targeting 16-34s with a budget of £1 million planned only across ‘industry standard’ broadcast TV reaches 50%  of 16-34s, when it would have been 65%  back in But an 80:20 mix of industry standard TV and BVOD takes this back up to 65% , according to IPA Touchpoints channel planner data. TV’s reach is undiminished when you embrace total TV.
Source: BARB / K2 (6 weeks 34-39) / Touchpoints 2018 / Station average prices / Natural delivery

44. TV is the emotional medium and builds brand fame
SECTION SIX
TV is the emotional medium and builds brand fame

45. TV ads evoke emotion more than those in other media
Social Media
YouTube
Website
Search
Outdoor
Thinkbox’s ‘TV Nation’ work showed that TV ads were by far the most likely to make people feel emotional, and creating an emotional response is incredibly effective in advertising.
For more information on this study, see the full write up on the Thinkbox website:
Newspapers
Radio
Magazines
Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults Question: ‘In which, if any, of the following places are you most likely to find advertising that…’

46. TV advertising is most likely to make you laugh
YouTube
Social Media
Website
Thinkbox’s ‘TV Nation’ work showed that TV ads were by far the most likely to make people feel emotional, and creating an emotional response is incredibly effective in advertising.
For more information on this study, see the full write up on the Thinkbox website:
Radio
Newspapers
Magazines
Outdoor
Search
Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults Question: ‘In which, if any, of the following places are you most likely to find advertising that…’

47. TV advertising is the most liked
Social Media
Websites
Magazines
For more information on this study, see the full write up on the Thinkbox website:
YouTube
Newspapers
Radio
Search
Outdoor
Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults Question: ‘In which, if any, of the following places are you most likely to find advertising that you like’

48. TV ads are the most talked about
On which medium are you likely to find advertising that you talk about…
53%
% AGREE
26%
19%
14% 9% 8% 7% 8% 7% 7% 7% 4% 2% 3% 3% 2% 2% 3%
Thinkbox’s ‘TV Nation’ study demonstrated that TV ads were most likely to drive conversation.
For more information on this study, see the full write up on the Thinkbox website:
Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults 15+ Question: ‘On which medium are you likely to find advertising that you talk about either face to face or over the phone / online (e.g. on Facebook/Twitter)?’

49. Fame and emotion generate the most sales and profit
58%
39%
Research from the IPA has shown that emotive and famous campaigns generate the largest business effects. Against the important, hard business success metrics of sales and profit, campaigns with emotion and fame outperformed more rational/information led approaches across the board. This was the case even in supposedly highly rational categories.
Source: ‘Marketing in the Era of Accountability’, 2007, IPA

50. SECTION SEVEN
TV is great value

51. Average TV view costs 0.5p
The average cost of buying the media space to get one adult in the UK to see a TV advert costs just half a penny
The average cost of buying the media space to get one person in the UK to see a TV advert only costs half a penny.
Source: BARB, 2018, adults. Ad revenue data supplied by UK Broadcasters

52. TV is a trusted & safe environment for brands
SECTION EIGHT
TV is a trusted & safe environment for brands
TV in the UK is full of wonderful, high quality content which broadcasters invest in heavily. This, alongside the tight regulation which governs TV content and advertising, makes it a safe environment for viewers and brands.
In addition, TV has a robust, metred measurement system, BARB, which provides a joint industry currency for TV advertising trading based on completed ads, watched full screen (and by humans).

53. TV is the prime real estate of AV advertising
High completion rates
Robust measurement
Brand safe
Full Screen
Sound on
Shared viewing
TV in the UK is full of wonderful, high quality content which broadcasters invest in heavily. This, alongside the tight regulation which governs TV content and advertising, makes it a safe environment for viewers and brands.
In addition, TV has a robust, metred measurement system, BARB, which provides a joint industry currency for TV advertising trading based on completed ads, watched full screen (and by humans).
Broadcasters spent c£7.5bn on high quality TV programming in 2017
Viewed by humans

54. TV advertising is the most trusted
Newspapers
Websites
Radio
For more information on this study, see the full write up on the Thinkbox website:
Magazines
YouTube
Social Media
Search
Outdoor
Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults Question: ‘In which, if any, of the following places are you most likely to find advertising that…’

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