1 The Advantages of TV Over Out-of-Home September 2014

2 The Advantages of TV Over Out-of-Home 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 image. Television has unbeatable scale and reach that reaches audiences quickly and effectively. The effectiveness of out-home advertising is derived from the frequency of the specific ads being seen. Since most out-of-home ads stay in the exact same place for their campaign duration, only people who walk/drive by numerous times will notice the advertising. To begin with… Source:

3 Out-of-Home can have more marketing impact when viewers don’t have their filters up and see messages out of context. For example, seeing Simon Cowell’s grinning face for The X Factor on a grocery shopping cart may make a potential viewer sit up and take notice. Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a consumer’s time. Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion. TV reaches viewers when they are most receptive to advertising. Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures. Secondly… Source: Magazine Advertising Effectiveness, Guy Consterdine, The Advantages of TV Over Out-of-Home

4 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. The nature of the way you have to buy outdoor advertising (usually monthly commitment) is not conducive to a very short campaign. Out-of-home advertising is highly dependent on the location of the advertisement. In order for an advertisement to be effective it must be placed in a high traffic area. This is usually very expensive and also has to compete with several other advertisements in the same area. Source: The Advantages of TV Over Out-of-Home

5 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 Consumer Surveys The Advantages of TV Over Out-of-Home

6 Cross-media Comparison Weekly hours Adults Source: BBM RTS Spring 2014; Infosys+ PPM, M-Su 2a-2a, 2014 Broadcast Year These most recent statistics continue to demonstrate that adults still spend noticeably more time with television. The Advantages of TV Over Out-of-Home

7 Most Influential Advertising Adults Q. Which ONE of the following media carries advertising that you believe to be the most influential? The Advantages of TV Over Out-of-Home Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

8 Q. Which ONE of the following media carries advertising that you believe to be the most persuasive? Most Persuasive Advertising Adults Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014 The Advantages of TV Over Out-of-Home

9 Q. Which ONE of the following media carries advertising that you believe to be the most powerful? Most Powerful Advertising Adults The Advantages of TV Over Out-of-Home Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

10 Q. Which one of the of the following media carries advertising that you believe to be the most authoritative? Most Authoritative Advertising Adults The Advantages of TV Over Out-of-Home Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

11 Q. Which ONE of the following media carries advertising that you believe to be the most engaging? Most Engaging Advertising Adults The Advantages of TV Over Out-of-Home Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

12 Q. Which ONE of the following media carries advertising that you believe to be the most relevant? Most Relevant Advertising Adults Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014 The Advantages of TV Over Out-of-Home

13 Q. Which ONE of the following media carries advertising that you believe to be the most effective? Most Effective Advertising Adults The Advantages of TV Over Out-of-Home Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

14 Limited scope for message (e.g. no space for detailed text, phone number, location map) Poor weather can affect the visibility of the advertisement, and limit the number of people even noticing the advertisement. Outdoor advertising can be vandalized or fall into disrepair and reflect poorly on your brand or campaign. Different municipalities have different by-laws/regulations in place to control outdoor signage and advertisements. Source: The Advantages of TV Over Out-of-Home

15 The Advantages of TV Over Out-of-Home Television is far more effective than Out-of-Home in conveying an advertiser’s message as TV impacts the consumer’s several different senses simultaneously. Research shows people identify TV as the medium they find to be most effective, engaging, and persuasive. The visual and emotional attributes of TV advertising allow for better retention of information and brand awareness on the part of the consumer. In Summary: