1. 1 Why Television Advertising Works? September 2014

2. 2 What do advertisers want? To reach their target To stand out from the profusion of advertising messages received every day To communicate effectively To sell their product or products

3. 3 TV can do all of that, and better than any other medium. It’s a fact.

4. 4 TV is #1 in people’s lives Adults 25-54 spend 24.1 hours a week watching television Television reaches 89.9% of A25-54 every week No other medium can match these statistics Source: BBM Analytics RTS Fall 2013, BBM PPM 2012/2013, 52 week average

5. 5 TV is #1 in people’s lives Average weekly hours A25-54 Source: BBM Analytics RTS Fall 2013, BBM PPM 2012/2013, 52 week average, comScore Q2 2013

6. 6 TV is #1 in people’s lives More A24-54 turn to TV to find out what’s happening Source: BBM Analytics omniVU March 2014

7. 7 TV ads standout More A24-54 say television advertising is the MOST INFLUENTIAL Source: BBM Analytics omniVU March 2014

8. 8 TV ads standout More A24-54 say television advertising is the MOST AUTHORITATIVE Source: BBM Analytics omniVU March 2014

9. 9 TV ads standout More A24-54 say television advertising is the MOST POWERFUL Source: BBM Analytics omniVU March 2014

10. 10 TV ads standout More A24-54 say television advertising is the MOST EFFECTIVE Source: BBM Analytics omniVU March 2014

11. 11 TV ads standout More A24-54 say television advertising is the MOST PERSUASIVE Source: BBM Analytics omniVU March 2014

12. 12 TV ads standout More A24-54 say television advertising is the MOST ENGAGING Source: BBM Analytics omniVU March 2014

13. 13 TV ads standout More A24-54 say television advertising is the MOST RELEVANT Source: BBM Analytics omniVU March 2014

14. 14 TV Ads are Effective After a success search, we introduced to the Canadian marketplace a research methodology that reads the brain and heart Through biometric measurement and neuroscience we proved that TV advertising is more engaging and more memorable than other forms of advertising The scientific conclusion was that TV provides a more immersive environment for advertising messages, and is much better at creating a need or desire for a product in the consumer’s mind Source: Innerscope Research June 2010

15. 15 TV Ads are Effective TV advertising had the highest measured engagement and recall Source: Innerscope Research June 2010

16. 16 So Why TV? TV is a part of most Canadians’ daily lives, and people spend more time with television than with any other medium People are far more receptive to television advertising than to advertising from newspapers, radio, magazines, out of home, or the internet Canadians consistently vote for TV advertising as the most effective form of advertising they see or hear TV IS the most effective form of advertising for engaging consumers and creating an interest, need, or desire for products & services

17. 17 Talking about the connectivity of TV “TV …not only more popular than ever, but it is also the straw that stirs social media conversation drink." AdweekMedia Editors Brandweek | May 2, 2010 "The art of film and of making film for television (allows for) story telling that can go beyond what you see in 60 or 30 seconds.” Alan Gee, CCO of GJP Advertising & Design & Cannes jury member