Why Television Advertising Works?

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Why Television Advertising Works?. September 2014. 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 their product or products. - PowerPoint PPT Presentation

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The Canadian Broadcast Industry The Landscape & How TV is bought in Canada

Why Television Advertising Works?September 2014#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 their product or products#TV can do all of that, and better than any other medium.Its a fact.#TV is #1 in peoples livesAdults 25-54 spend 24.1 hours a week watching television

Television reaches 89.9% of A25-54 every week

No other medium can match these statistics Source: BBM Analytics RTS Fall 2013, BBM PPM 2012/2013, 52 week average#TV is #1 in peoples livesAverage weekly hours A25-54Source: BBM Analytics RTS Fall 2013, BBM PPM 2012/2013, 52 week average, comScore Q2 2013#TV is #1 in peoples livesMore A24-54 turn to TV to find out whats happeningSource: BBM Analytics omniVU March 2014#TV ads standoutMore A24-54 say television advertising is the MOST INFLUENTIALSource: BBM Analytics omniVU March 2014#TV ads standoutMore A24-54 say television advertising is the MOST AUTHORITATIVESource: BBM Analytics omniVU March 2014#TV ads standoutMore A24-54 say television advertising is the MOST POWERFULSource: BBM Analytics omniVU March 2014#TV ads standoutMore A24-54 say television advertising is the MOST EFFECTIVESource: BBM Analytics omniVU March 2014#TV ads standoutMore A24-54 say television advertising is the MOST PERSUASIVESource: BBM Analytics omniVU March 2014#TV ads standoutMore A24-54 say television advertising is the MOST ENGAGINGSource: BBM Analytics omniVU March 2014#TV ads standoutMore A24-54 say television advertising is the MOST RELEVANT Source: BBM Analytics omniVU March 2014#TV Ads are EffectiveAfter a success search, we introduced to the Canadian marketplace a research methodology that reads the brain and heartThrough biometric measurement and neuroscience we proved that TV advertising is more engaging and more memorable than other forms of advertisingThe 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 consumers mind

Source: Innerscope Research June 2010#TV Ads are EffectiveTV 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 mediumPeople are far more receptive to television advertising than to advertising from newspapers, radio, magazines, out of home, or the internetCanadians consistently vote for TV advertising as the most effective form of advertising they see or hearTV IS the most effective form of advertising for engaging consumers and creating an interest, need, or desire for products & services

#Talking about the connectivity of TVTV not only more popular than ever, but it is also the straw that stirs social media conversation drink." AdweekMedia EditorsBrandweek | 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

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