1 The Advantages of TV Over Magazines 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 engaging 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. To begin with… The Advantages of TV Over Magazines

3 Magazines only target specific demographic segments. TV has the ability to target specific demographics and at the same time, reach a critical mass of viewers. In order to reach a similar mass as TV, one would have to advertise in hundreds of magazines which would not be cost effective. TV offers not only sight, but also sound and motion. Ads in magazines are strictly visual and do not connect with viewers the same way as TV advertisements do. Secondly… Source: Magazine Advertising Effectiveness, Guy Consterdine, The Advantages of TV Over Magazines

4 Since many people casually flip through magazines, advertisements may only be seen for a fraction of a second. This can make it difficult for consumers to recall specific advertisements. TV reaches viewers when they are most receptive to advertising. TV ads bring the entertainment and brand to the viewer without the viewer needing to make any effort. The reader of a magazine must take an active approach to look at advertisements. Source: Magazine Advertising Effectiveness, Guy Consterdine, The Advantages of TV Over Magazines

5 Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures. 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 senses simultaneously creates a synergistic effect that cannot be duplicated by only stimulating an individual sense. Source: Magazine Advertising Effectiveness, Guy Consterdine, The Advantages of TV Over Magazines

6 Reading a magazine requires more mental effort than viewing television. Consumers are typically expecting to be entertained rather than made to work. The process of scanning the pages means having to constantly make decisions with relatively high attention. On average, only about 60-70% of all content (ads and editorial) in a magazine is actually viewed by a reader. Source: Magazine Advertising Effectiveness, Guy Consterdine, The Advantages of TV Over Magazines

7 Exposure to an advertisement in a magazine is under the reader’s control, whereas; television viewers may happily attend to an advertisement for product if the commercial is entertaining. TV and magazine ads are stored in memory in different ways. A TV commercial tends to be held in the mind as a “story”. With magazine ads, a higher proportion of memories are stored as information about the product rather than about the ad itself. Source: Magazine Advertising Effectiveness, Guy Consterdine, The Advantages of TV Over Magazines

8 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 The Advantages of TV Over Magazines Consumer Surveys

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

10 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 Magazines 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 persuasive? Most Persuasive Advertising Adults Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014 The Advantages of TV Over Magazines

12 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 Magazines Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

13 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 Magazines Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

14 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 Magazines Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

15 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 Magazines

16 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 Magazines Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

17 The people who saw a magazine ad followed by a TV commercial, got more out of the commercial: – They paid greater attention to the soundtrack, the visual elements, and the brand name. – They also had more thoughts evaluating the brand, and more thoughts evaluating other aspects of the commercial. – In addition, there was greater brand name recall, and greater recall and recognition of brand claims. Evidently print makes television work better. Source: Magazine Advertising Effectiveness, Guy Consterdine, The Advantages of TV Over Magazines

18 Television is far more effective than magazines 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. The Advantages of TV Over Magazines In Summary: