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.

TV is #1 in people’s lives Adults 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

TV is #1 in people’s lives Average Weekly Hours A25-54 Source: BBM Canada, Spring 2011

TV is #1 in people’s lives More A25-54 turn to TV to find out what’s happening Source: BBM Analytics omniVU May 2011

TV Ads Standout A25-54 are MOST likely to NOTICE television advertising Source: BBM Analytics omniVU June 2011

TV Ads Standout A25-54 are MOST RECEPTIVE to television advertising Source: BBM Analytics omniVU June 2011

TV Ads are Effective A25-54 say television advertising is the MOST INFLUENTIAL Source: BBM Analytics omniVU May 2011

TV Ads are Effective A25-54 say television advertising is the MOST POWERFUL Source: BBM Analytics omniVU May 2011

TV Ads are Effective A25-54 say television advertising is the MOST EFFECTIVE Source: BBM Analytics omniVU May 2011

TV Ads are Effective A25-54 say television advertising is the MOST PERSUASIVE Source: BBM Analytics omniVU May 2011

TV Ads are Effective A25-54 say television advertising is the MOST ENGAGING Source: BBM Analytics omniVU May 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

TV Ads are Effective TV advertising had the highest measured engagement and recall Source: Innerscope Research June 2010

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

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

Bessies 2010 Campaign Winner Please click on picture to play video

RCA 2010 Winner Please click on picture to play video

Thank you!