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“A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other.

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Presentation on theme: "“A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other."— Presentation transcript:

1 “A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other medium.” Source: WARC – quoting a 2009 UK survey by Deloittes and online research firm YouGov TELEVISION: THE MOST POPULAR MEDIUM

2 SALES RETURN A higher percentage of people will buy a product after seeing it advertised on television Source: Nielsen Media Q3 2008 – Q2 2009, question is asked of all respondents have used that media in the last 7 days

3 CONSUMER ACTION Television advertising creates action on a multitude of levels Source: Nielsen Media Q3 2008 – Q2 2009, question is asked of all respondents have used that media in the last 7 days

4 TELEVISION: MOST POPULAR MEDIA Television remains the most accessible media, with 98% of the population having watched TV within a week Growing in strength is Internet, which now has more users within a week than Daily Papers Source: Nielsen Media Q3 2008 – Q2 2009 *Magazine readership is ‘any title within it’s publishing period’ – i.e. Weekly, monthly, quarterly

5 RECALL Media metrics can only measure the opportunity to see – they don’t measure the creative take out Consider: – What is your favourite Radio Ad? – Favourite Newspaper ad? – Favourite Magazine ad? – Favourite TV ad? The majority of people when asked will respond with a TV ad top of their list Findings show TV is more memorable as through combining both visual and audio it engages more of the viewers senses and creates more impact

6 TV REACHES MORE PEOPLE THAN NEWSPAPERS RESULTS Television delivers consistently higher levels of reach than newspapers, across all age groups Media reach by age group

7 TV RATES RESULTS Television is the only medium to show a decrease in rates over the period from July 2005 – June 2008 Comparison of rates KEY/SUMMARY Blue: Newspapers +7%. Yellow: Television -2.4%. Red: Magazines +5%. Orange: Outdoor +8%, Purple: Cinema +13%. Brown: Radio +7% Source: TV Map, NAB, APN, TRB, Prrads and Roy Morgan Television Rates for ONE, 2, 3, C4, and Prime -1.4%, Rate decrease fuelled by TV ONE Source: TV Map, NAB, APN, TRB, Prrads and Val Morgan Television Rates for ONE, 2, 3, C4, and Prime -1.4% Rate decrease fuelled by TV ONE

8 TV OFFERS COST EFFICIENT CPM RESULTS As a result TV continues to offer a cost efficient CPM – neck and neck with Magazines against all 10+ CPMs – AP 10+ Source: Various – Against AP 10+, Television 30sec Peak, Radio 30sec All Day, Newspapers 40x7 mono, Magazines FP4C


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