why television advertising works? september, 2011

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Why Television Advertising Works? September, 2011

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Why Television Advertising Works? September, 2011. 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 product. TV can do all of that, and better than any other medium. It’s a fact. - PowerPoint PPT Presentation

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Page 1: Why Television Advertising Works?  September, 2011

Why Television Advertising Works?

September, 2011

Page 2: Why Television Advertising Works?  September, 2011

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 product

Page 3: Why Television Advertising Works?  September, 2011

TV can do all of that, and better than any other medium.

It’s a fact.

Page 4: Why Television Advertising Works?  September, 2011

TV is #1 in people’s lives

• Adults 25-54 spend 22.0 hours a week watching television

• Television reaches 83% of A25-54 every day, 95% every week

• No other medium can match these statistics

Source: BBM Canada; National PPM data; Spring 2011 YTD; Total TV; M-Su 2a-2a

Page 5: Why Television Advertising Works?  September, 2011

TV is #1 in people’s lives

• Average Weekly Hours A25-54

Source: BBM Canada, Spring 2011

22

18 18.7

1.5 0.6

TV Radio Online Newspaper Magazines

Hours

Page 6: Why Television Advertising Works?  September, 2011

TV is #1 in people’s lives

• More A25-54 turn to TV to find out what’s happening

40.4

17.512.7

1

26.8

0

Television Radio Newspaper Magazines Internet Out of home

% Main Source for News

Source: BBM Analytics omniVU May 2011

Page 7: Why Television Advertising Works?  September, 2011

TV Ads Standout

• A25-54 are MOST likely to NOTICE television advertising

Source: BBM Analytics omniVU June 2011

57.3

10.7 8.12.1

15.3

2.9

TV Radio Newspaper Magazine Internet Out-of-home

%

Page 8: Why Television Advertising Works?  September, 2011

TV Ads Standout

• A25-54 are MOST RECEPTIVE to television advertising

41.5

14.4 12.7

4.1

10.4 9.9

TV Radio Newspaper Magazine Internet Out-of-home

%

Source: BBM Analytics omniVU June 2011

Page 9: Why Television Advertising Works?  September, 2011

TV Ads are Effective

• A25-54 say television advertising is the MOST INFLUENTIAL

62.6

7.6 9.22.6

13.3

0.4

TV Radio Newspaper Magazine Internet Out-of-home

%

Source: BBM Analytics omniVU May 2011

Page 10: Why Television Advertising Works?  September, 2011

TV Ads are Effective

61.8

4.59.1

2.7

14.8

1.2

TV Radio Newspaper Magazine Internet Out-of-home

%

• A25-54 say television advertising is the MOST POWERFUL

Source: BBM Analytics omniVU May 2011

Page 11: Why Television Advertising Works?  September, 2011

TV Ads are Effective

60.3

7.5 10.6

1.4

14.9

0.6

TV Radio Newspaper Magazine Internet Out-of-home

%

• A25-54 say television advertising is the MOST EFFECTIVE

Source: BBM Analytics omniVU May 2011

Page 12: Why Television Advertising Works?  September, 2011

TV Ads are Effective

57.7

11.88.3

3.3

13.7

1.8

TV Radio Newspaper Magazine Internet Out-of-home

%

• A25-54 say television advertising is the MOST PERSUASIVE

Source: BBM Analytics omniVU May 2011

Page 13: Why Television Advertising Works?  September, 2011

TV Ads are Effective

53.7

11.45.8 3.1

19.7

0.7

TV Radio Newspaper Magazine Internet Out-of-home

%

• A25-54 say television advertising is the MOST ENGAGING

Source: BBM Analytics omniVU May 2011

Page 14: Why Television Advertising Works?  September, 2011

TV Ads are Effective

Source: Innerscope Research June 2010

• 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

Page 15: Why Television Advertising Works?  September, 2011

TV Ads are Effective

• TV advertising had the highest measured engagement and recall

Source: Innerscope Research June 2010

Page 16: Why Television Advertising Works?  September, 2011

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

Page 17: Why Television Advertising Works?  September, 2011

•“TV …not only more popular than ever, but it is also the straw that stirs social media conversation drink."

AdweekMedia EditorsBrandweek | 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

Talking about the connectivity of TV

Page 18: Why Television Advertising Works?  September, 2011

Bessies 2010 Campaign Winner

Please click on picture to play video

Page 19: Why Television Advertising Works?  September, 2011

RCA 2010 Winner

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