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Why Television Advertising Works?September 2014

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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

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TV can do all of that, and better than any other medium.It’s a fact.

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TV is #1 in people’s lives

• Adults 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

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TV is #1 in people’s livesAverage weekly hours A25-54

TV Radio Online Newspaper Magazine

24.1

17.314.6

1.0 0.4

Hours

Source: BBM Analytics RTS Fall 2013, BBM PPM 2012/2013, 52 week average, comScore Q2 2013

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TV is #1 in people’s livesMore A24-54 turn to TV to find out what’s happening

TV Radio Online Newspaper Magazine

41.7%

12.8%

29.8%

13.2%

0.2%

Primary Source for News

Source: BBM Analytics omniVU March 2014

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TV ads standoutMore A24-54 say television advertising is the MOST INFLUENTIAL

TV Radio Online Newspaper Magazine Out of Home

55.0%48.0%

19.6%10.4%

3.8%

Most Influential


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TV ads standoutMore A24-54 say television advertising is the MOST AUTHORITATIVE


43.3%

6.0%15.6% 19.5%

3.4%

Most Authoritative


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TV ads standoutMore A24-54 say television advertising is the MOST POWERFUL


53.9%

4.5%15.6%

22.9%

2.2%

Most Powerful


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TV ads standoutMore A24-54 say television advertising is the MOST EFFECTIVE


50.3%

6.6%

23.8%

9.3%3.0%

Most Effective


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TV ads standoutMore A24-54 say television advertising is the MOST PERSUASIVE


53.5%

4.5%

20.7%9.9%

2.8%

Most Pursuasive


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TV ads standoutMore A24-54 say television advertising is the MOST ENGAGING


54.5%

6.2%

21.6%

6.9% 5.1%

Most Engaging


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TV ads standoutMore A24-54 say television advertising is the MOST RELEVANT


38.7%

8.6%

22.6%15.8%

5.4%

Most Relevant


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TV Ads are Effective

• 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

Source: Innerscope Research June 2010

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TV Ads are Effective• TV advertising had the highest measured engagement and recall

Source: Innerscope Research June 2010

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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

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Talking about the connectivity of TV

“TV …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