The Advantages of TV Over Internet

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The Advantages of TV Over Internet

September 2014

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Rather than taking away from time spent with Television, people are using both TV and the Internet at the same time.

40-50% of people surveyed under the age of 55 use the Internet while simultaneously watching Television, and, they pay attention to both alternatively.

And while viewers have several options available to choose from, they overwhelmingly choose to watch television on a TV set in the comfort of their home as opposed to a computer or mobile device screen.


Source: Television Viewing Preferences and Online Synergy, http://www.tvb.ca/pages/viewingprefences_htm

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Traditionally, TV advertising has been viewed as having its greatest influence in the early stages of the model, making the consumer aware of the product, creating interest in the product and, to a lesser extent, creating a desire.

The role of the internet is more pronounced in the latter stages of the process. The interested consumer goes to the web to learn more about the product. When the consumer finds more information about it, his or her desire for it increases, and the information leads to an actual purchase.


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Science has proven TV advertising effective

In 2009 Innerscope Research conducted a Biometric study of Canadian advertising to measure the subconscious effect that it has on consumers

Respiration, heart rate, skin conductance and movement were measured along with eye tracking to determine how engaged subjects were with the advertising to which they were exposed

Subjects were exposed to television advertising from 24 national brands; each brand had a corresponding ad in either Newspaper, Radio, Online Video or Online Display

Television advertising proved to be more engaging and generated higher recall than all other media included in the study

The Advantages of TV Over InternetBiometric Research

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Internet receives only 71% of the recall and engagement from its audience compared to TV.

The Advantages of TV Over InternetBiometric Research

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TVB participates in omnibus telephone surveys conducted by BBM Analytics to gauge consumers attitudes towards advertising in all major media and to gain insight into their behaviour with media

Surveys include:

Perception of Advertising Effectiveness Receptivity to Advertising Screen Preference Media Synergy PVR Impact

The Advantages of TV Over InternetConsumer Surveys

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Most Influential AdvertisingAdults 25-54

57.3%

4.1% 5.9% 3.8%

23.1%

2.2% 2.6% 1.0%

Q. Which ONE of the following media carries advertising that you believe to be the most influential?


Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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50.0%

4.3% 6.9%3.3%

27.8%

1.9% 2.2% 3.4%

Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?

Most Persuasive AdvertisingAdults 25-54



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50.9%

3.9%7.9%

1.9%

29.3%

1.9% 2.1% 2.1%

Q. Which ONE of the following media carries advertising that you believe to be the most powerful?

Most Powerful AdvertisingAdults 25-54



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Television Radio Newspaper Magazines Internet Out of home Other Don't know

44.7%

5.5%

18.1%

2.5%

18.5%

1.5%4.0% 5.2%

Q. Which one of the of the following media carries advertising that you believe to be the most authoritative?

Most Authoritative AdvertisingAdults 25-54



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Television Radio Newspaper Magazines Internet Out of home Other DK/Ref

54.8%

7.1% 5.6% 4.5%

23.7%

1.0% 2.4% 1.0%

Q. Which ONE of the following media carries advertising that you believe to be the most engaging?

Most Engaging AdvertisingAdults 25-54



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Television Radio Newspaper Magazine Internet Out-of-home Other Don't know

38.5%

9.2%12.4%

5.5%

27.4%

1.0%3.3% 2.7%

Q. Which ONE of the following media carries advertising that you believe to be the most relevant?

Most Relevant AdvertisingAdults 25-54



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Television Radio Newspaper Magazine Internet Out-of-home Other Don't know

49.4%

6.4% 7.4%

1.8%

29.3%

1.5% 2.5% 1.7%

Q. Which ONE of the following media carries advertising that you believe to be the most effective?

Most Effective AdvertisingAdults 25-54



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There is a unique role that Television and the Internet each have in the “purchase funnel”. Television at the top of the purchase funnel provides a very immersive environment which enables advertisers to create a need state among customers/viewers.

The Internet further down the purchase funnel enables advertisers to provide customers with the additional information they require before making a purchase, or in some cases facilitates the purchase.


Source: Television Viewing Preferences and Online Synergy, http://www.tvb.ca/pages/viewingprefences_htm

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Internet advertising is largely unregulated, and knows no national boundaries. In other words, almost anything goes!

Internet marketing is so blended into the content of a Website that the lines are blurred between advertising, entertainment and information.

TV advertising doesn’t “share” a page/screen with its content; it takes over completely.


Source: http://www.media-awareness.ca/english/resources/special_initiatives/wa_resources/wa_shared/backgrounders/tv_vs_net.cfm

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Television’s reputation of prestige gives credibility to the messages and advertisements being displayed.

As outlined in various studies, people identify TV as the medium they find to be most effective, engaging, and persuasive.

Television and internet work best when used synergistically to convey a message.

People are still overwhelmingly choosing to view programming on a TV set rather than on a computer.

“There is something to be said about the way images and sound come through a 55” HDTV that a computer and iPad simply can’t compete with.” – Neil Weisman, EVP and GM of Blue Chip Healthcare Marketing


In Summary:

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The Advantages of TV Over Internet