TV advertising’s killer charts What every marketer should know 44 nickable charts With notes Full Deck Published: June 2015

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TV Killer Facts TV is the best profit generator 02 TV is the lead effectiveness medium TV has unbeatable scale and reach 05 TV is the most talked about media 06 Multi-screening brings viewers closer to content and brands We spend more time with TV than any other media All TV ads can be response ads 08 TV is everywhere 09 TV is the emotional medium and builds brand fame 10 TV is the catalyst for other media 11 Handy slides

1. TV is the best profit generator

TV is the best profit generator Source: Payback 4, & , Ebiquity Payback 4 ( )

TV is vital for long term profit Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA

We are starting to uncover the payback of TV sponsorship …a word from our sponsor Source: Payback 4, , Ebiquity. Retail & FMCG categories only Average Profit ROI Based on limited retail and FMCG only

2. TV is the lead effectiveness medium

TV is the lead effectiveness medium Twice as effective ‘per impact’ as any other medium Source: Payback 4, & , Ebiquity Effectiveness Index TV Index = 100

Largest effects accumulate over time Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA

Nearly half of TV’s sales effects are delivered after the first year of investment Revenue effect as % of year 1 effect Print TV The effects of TV are long lasting Source: Payback 1, 2008, PriceWaterhouseCoopers

TV gives the best business results Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA

TV is by far the most trusted form of advertising TV Set NewspapersRadioMagazines WebsitesSearchSocial mediaOutdoor Source: TV Nation, 2014, Ipsos Media CT/Thinkbox. Base: all adults 15+. Question: ‘in which, if any, of the following places are you most likely to find advertising that you trust?’ Media where you’re most likely to find advertising that you trust

3. TV has unbeatable scale and reach

TV has extremely high daily, weekly and monthly reach Source: BARB, 2014, individuals, reach 1min+ Commercial TV reaches 71.4% of the population in a day 92.8% of the population in a week 98.2% of the population in a month

Commercial reach has remained stable over 5 years Source: BARB, 2014, reach 1min+ Weekly reach % Individuals Adults ABC1 adults Men Kids 2013 Women

TV not only has reach, but also has volume TV (any) Commercial radio Travelling (OOH) Social Networking Newspaper (any) Magazine Cinema Ave hours per day % Weekly reach Source: Touchpoints 5, 2014, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption Online TV Commercial TV Internet Radio (any) Adults 15+

4. We spend more time with TV than any other media

TV accounts for nearly half of people’s chosen media day Adults 15+ Includes only media which people choose to consume (i.e. excludes out of home) Source: Touchpoints 5, 2014, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption Newspapers 3.9% Magazines 0.6% Cinema 0.4% TV, radio, newspaper & magazine figures include online/app consumption Other online activity 1.3% Online games 1.1% Online buying/product info/banking 1.6% Online browsing/info seeking 4.6% Internet for work 3.7% 5.6% Social networking/messaging 6.2%

TV accounts for over 40% of 15-24s chosen media day Adults Newspapers 1.4% Magazines 0.4% Cinema 1.0% TV, radio, newspaper & magazine figures include consumption via internet/apps Other online activity 1.5% Online games 1.8% Online buying/product info/banking 1.8% Online browsing/info seeking 7.4% Internet for work 3.2% 5.4% Social networking/ messaging 15.7% Video clips/movies/music online 6.3% Includes only media which people choose to consume (i.e. excludes out of home) Source: Touchpoints 5, 2014, IPA. Base: adults TV, radio, newspaper & magazine figures include online/app consumption

TV dominates the world of video Source: BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 5 / Rentrak, 2014 All Individuals: 4hrs, 20 mins 16-24s: 3hrs, 30 mins All Individuals 16-24s Average video time per day 0.4% 1.0%

The myth of time spent* Source: Touchpoints 5, 2014, IPA, and AA/WARC 2014 ad expenditure forecast (Q3). *Only includes media which people choose to consume (i.e. excludes out of home) Please note: TV and radio activity is commercial only (i.e. excludes BBC) Online includes all commercial and non- commercial activity (e.g. BBC, government etc.)

Average daily reach by half hour Source: Touchpoints 5, 2014, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption % Reach

We watch 2 hours and 25 mins of commercial TV a day 2 hrs 25 m 2 hrs 33 m 2 hrs 34 m 2 hrs 36 m 2 hrs 33 m 1 hr 16 m 1 hr 19 m 1 hr 27 m 1 hr 26 m 1 hr 29 m Source: BARB, Base: individuals 4 hrs 2 m 4 hrs 2 m 4 hrs 1 m 3 hrs 52 m 3 hrs 41 m 3 hrs 45 m 3 hrs 44 m 3 hrs 38 m 3 hrs 36 m 3 hrs 39m 3 hrs 42 m 2 hrs 16 m 1 hr 26 m 2 hrs 16 m 1 hr 23 m 2 hrs 15 m 1 hr 21 m 2 hrs 16 m 1 hr 22 m 2 hrs 22 m 1 hr 22 m 2 hrs 24 m 1 hr 21 m

Average person in the UK sees 45 TV ads a day Source: BARB, 2004 – Base: individuals *digital switchover complete Only includes ads viewed at normal speed Daily UK totals are now 2.65 billion TV ads seen every day

The majority of TV viewing is live Source: BARB, Base: individuals & individuals in DTR homes Individuals Individuals with DTRs IndividualsIndividuals with digital recorders (DTRs) LiveViewed on the same day as live (VOSDAL)Time-shifted viewing within 7 days

Time-shifted viewing stable in DTR homes Source: ‘Ten Years of Sky Plus’, Q Q3 2010, Sky, & BARB Establishment Survey, Q onwards, BARB

Time-shifting is driven by programme genre not ad avoidance Source: BARB, Base: individuals in DTR homes, commercial TV vs. BBC

5. TV is the most talked about medium both on and offline

TV ads are the most talked about Source: TV Nation, 2014, Ipsos Media CT/Thinkbox. Base: all adults 15+. Question: ‘On which medium are you likely to find advertising that you talk about either face to face or over the phone / online?’ On which medium are you likely to find advertising that you talk about…

TV advertising drives 51% of all marketing-generated conversations Source: POETIC, 2013, Data2Decisions/Keller Fay/Thinkbox

6. Multi-screening brings viewers closer to content and brands

Multi-screening is a common activity Source: TouchPoints 5, 2014, IPA. Base: adults mins Using internet while watching TV per day

Multi-screening usage patterns follow TV Source: Touchpoints 5, 2014, IPA. Base: adults 15+ who have home internet access

Ad break multi-screeners are more likely to stay in front of ads % agreeing with each statement Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox. Mobile diary 7pm-11pm.

Multi-screening doesn’t reduce ad recall Average number of adverts recalled from last 15 minutes Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox. Mobile diary 7pm-11pm

7. All TV ads can be response ads

TV is a catalyst for direct response Source: POETIC, 2013, Data2Decisions/Keller Fay/Thinkbox. % of variables which can be influenced to drive website visits 69% of website visits are generated by paid media 47% Of these 69% website visits were generated by paid TV media

People welcome social elements within TV ad campaigns 52% welcome TV campaigns which carry a social media call to action Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox. Base: individuals 16+ With Facebook and Twitter being the most desired platforms to be directed to

8. TV is the catalyst for other media

TV boosts other advertising channels ReactiveInteractiveActive TV is a multiplier of other awareness building channels TV to radio is strongest and can be >100% TV to press and OOH can be up to 50% Branded search is 33% more responsive to TV in TV to generic search on average +5% shift in conversion per 100 TVRs TV helps drive significantly greater promotional effectiveness Observed multiplier effects up to 100% Source: Payback 4, , Ebiquity

TV & online synergy is particularly large Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA

TV & online are great together… Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA

And this combined efficiency has increased over time Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA

9. TV is everywhere

New devices enhance viewing and interaction Source: Ipsos Tech Tracker, Q4 2014, adults 15+. Penetration figures (Laptop and Personal Computer, Any Tablet, Any Smartphone) 35% 63% 65% UK device penetration

Viewers are using all these devices to watch TV TV with internet connection Laptop/desktop Tablet Smartphone 8.3%12.5% 5.4% 3.5% Source: Touchpoints 5, 2014, IPA. Base: adults 15+ % of adults watching online TV via device (in a week)

TV viewing is expanding beyond the living room Bathroom 9% Bedroom 46% Kitchen 19% Living room 56% Study 24% Garden 12% Where people watch television via tablets, laptops and/or smartphones Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox

TV is viewed in many places outside of the home Usage of devices to watch TV out of home – location Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox Net: 12% Net: 17%Net: 13%Net: 12%Net: 10%Net: 13%Net: 16%

Viewing on other devices is small, but on the increase Source: BARB, 2014, and UK broadcaster data. Base: individuals 3 mins 30 secs

10. TV is the emotional medium and builds brand fame

TV ads evoke emotion more than ads in other media Source: TV Nation, 2014, Ipsos MediaCT/Thinkbox. Base: all adults % claim TV ads are most likely to make them laugh, cry or feel emotional

TV advertising is most likely to make you laugh Source: TV Nation, 2014, Ipsos Media CT/Thinkbox. Base: adults 15+ Question: ‘In which, if any, of the following places are you most likely to find advertising that makes you laugh?’ Media where most likely to find advertising that makes you laugh TV Set Radio Newspapers Websites Outdoor Magazines Social media Search

Fame and emotion generate the most sales and profit Source: ‘Marketing in the Era of Accountability’, 2007, IPA Emotive campaigns or ads which achieved fame 50% more likely to gain large business effects

Handy to know!

Source: Advertising Association Expenditure Report, Data supplied by the UK broadcasters. constant 2014 prices TV advertising is at bargain prices Based on £100k TV spend Year Million impacts

Average TV view costs £0.05 Source: BARB, 2014, and data supplied by UK Broadcasters. Constant 2014 prices, based on average adults CPT The average cost of buying the media space to get one person in the UK to see a TV advert only costs half a penny

An average broadcast TV campaign of 400 TVRs in the UK gets 234 million views

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