The Advantages of TV over Radio

1

The Advantages of TV over Radio

September 2014

2

Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional responses from the viewer.

The qualities of television allow advertisers to create a long lasting and memorable brand and corporate image.

To begin with…

The Advantages of TV Over Radio

3

Television is considered the most engaging medium over other major media.

The ability to show products in action can easily introduce new products to consumers.

Television has built a reputation of prestige and credibility. Thus, enhancing the image of advertisers who use television.

Secondly…


4

Cross-media ComparisonWeekly hours Adults 25-54

Television Radio

20.6

17.3

RTS

Source: BBM RTS Spring 2014; Infosys+ PPM, M-Su 2a-2a, 2014 Broadcast Year

Television

23.6

PPM

• These most recent statistics continue to demonstrate that adults still spend noticeably more time with television.


5

As identified in the previous slide, people spend more time with TV than with radio regardless of which media measurement method was used.

The most accurate measure is the PPM and it shows that on average A25-54 spend 15.4 more hours per week with TV than with radio.

Cross-media Comparison (Cont’d)


6

Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal communication.

Television’s ability to touch people’s senses simultaneously creates a synergistic effect that cannot be duplicated by only stimulating an individual sense.

Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures.

Stimulating your senses


7

Science has proven TV advertising to be the most 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 that all other media included in the study


Biometric Research

8

Radio receives only 33% of the recall and engagement from its audience compared to TV.

Biometric Research


9

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 (Attitudinal) Receptivity to Advertising

Stimulating your senses


10

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


11

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



12

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



13

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



14

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



15

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



16

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



17

Television is far more effective than radio in conveying an advertiser’s message as TV impacts the consumer’s several different senses simultaneously.

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

The visual capabilities of television allow for better retention of information and brand awareness on the part of the consumer.


In Summary:

Documents

The Advantages of TV over Radio