TV advertising has more to offer advertisers than ever before, not just because this growing medium remains at the heart of popular culture and advertising effectiveness.
Updated January 2019.
Here are 12 crucial facts that every advertiser needs to know about television advertising, which demonstrate why TV remains the most effective medium of all time.
1. TV generates the most profit pound for pound!
Comparing the sales and profit impact of 5 types of media; the 2017 Ebiquity Payback 4 study discovered that TV advertising consistently outperforms other media in generating sales and was, on average, twice as effective per equivalent exposure as the next best performing medium which was press. It was also discovered that the longer you advertise on TV, the bigger the effect!
2. TV ads are trusted more than any other type of advertising
This is in part because of TV‘s tight regulation which ensures that viewers know the brands have been scrutinised and are safe and that children are protected. This trust is also in part down to our emotional relationship with TV, something which builds from childhood.
3. TV provides unbeatable scale and reach
No other form of advertising can build scale and reach as quickly and as powerfully as TV. Commercial TV reaches 65.9% of the UK population in a day, 90% in a week and 97% in a month. The average UK viewer watches 43 TV ads a day at normal speed (fast-forwarded ads are not included by BARB). This is 3 ads more a day than ten years ago.
4. TV is a catalyst for direct response…
These days, thanks to our ability to multi-screen, all TV ads can be acted on immediately: viewers can go online to research brands they have seen on TV, join in with social elements in TV campaigns and instantly buy products.
TV is also responsible for driving an indirect response through online channels, generating 33% of media-driven sales via paid-for online search; 26% of media-driven sales via online display and 20% of media-driven sales via affiliate marketing. TV is responsible for driving 33% of all media driven interactions for brands on Facebook, e.g. likes and comments
5. People spend more time with TV
TV is enormous, accounting for 40% of the average person’s media day, according to IPA Touchpoints 2017. No other form of advertising can build scale as quickly and powerfully. The average viewer in the UK watches a total of 3 hours, 38 minutes of TV a day. The time people choose to spend with a device or medium is a sign of its vitality and popularity.
6. TV is the most talked about medium on and offline…
Thinkbox’s ‘TV Nation’ study demonstrated that TV advertising sticks in our brains and drives brand-fame. It is 6 x more memorable than the next best competitor and the medium that is most likely to drive emotion, make people laugh, drive conversation and be liked.
7. TV and online work really well together
TV drives activity elsewhere in the media eco-system and consistently makes other elements of advertising campaigns work harder. TV and online synergy is particularly large. In fact, campaigns that use TV and online together are twice as efficient as those that incorporate brand advertising with other kinds of activation channels. The synergy between TV and online has been increasing over time, with efficiency more than doubling since 2006.
8. Don’t be afraid of multi-screening; it brings viewers closer to content and brands
Multi-screeners recall the same amount of ads as solus TV viewers. Multi-screening doesn’t stop messages going in; Thinkbox’s ‘Screen Life’ study found that multi-screening in the ad break does not diminish explicit ad recall. Interestingly, multi-screening during the ad breaks was not only confined to live viewing, as might be expected. In fact 79% of the sample claimed to multi-screen during the ads around on demand content and 72% claimed to do so during the ads around recorded TV content.
9. People can now watch TV ANYWHERE they like…
Perhaps one of the most interesting benefits of device proliferation – particularly for advertisers – is the fact that we can now consume TV wherever we go. Over a third (37%) of people in a Thinkbox survey claimed to have watched TV when out and about.
10. TV is THE emotional medium and builds brand fame
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. In the UK, 58% stated television is where they are most likely to find advertising that makes them feel emotional in comparison to 9% for social media and 6% for newspapers.
11. Emotive and famous campaigns generate the largest business effects…
The IPA’s ‘Long and short of it’ study found that emotional ads are almost twice as effective at generating profit as rational or informative ads.
12. TV adds the greatest number of business effects to a campaign…
Things such as sales, profit, and market share – and, the more business effects, the more commercially successful the campaign will be. Between 1980–1996, adding TV to a campaign led to an average 12% increase in business effects. This increased to 40% during 2008–2016.
As you can see; 12 undeniably great reasons to choose TV as part of your marketing mix. Despite rumours that advertising on TV can be very expensive, there are many affordable ways to advertise on television which allow you to reap all the rewards.
Get in touch with The Media Angel for more information on how we can help you incorporate TV advertising effectively into your marketing plans.
Our team are on-hand to answer any questions you have, big or small!
Call 02921 320 200 or email [email protected]