Television vs. Radio

Report
The Advantages of TV
over Radio
May 30, 2011
The Advantages of TV over Radio
• 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 and corporate image.
The Advantages of TV over Radio
• Television is considered the most engaging medium over
other major media.
• The ability to show products in action can easily introduce
new products to consumers.
• Television has built a reputation of prestige and credibility.
Thus, enhancing the image of advertisers who use television.
The Advantages of TV over Radio
Cross-media Comparison
• Cross study comparison – Weekly hours Adults 25-54
NADbank
PMB
RTS
PPM
comScore
25.7
22.0
22.8
22.4
21.5
19.0
18.5
18.3
16.0
10.3
10.7
9.0
4.7
4.4
1.7
na
Television
Source: Marketing Magazine May 17, 2010
na
Radio
na
Online
na
na na
Dailies
0.7 0.6
na na
Magazines
The Advantages of TV over Radio
Cross-media Comparison
• As identified in the previous slide, people spend more time
with TV than with radio regardless of which media
measurement method was used.
• The most accurate measure is the PPM and it shows that on
average A25-54 spend 15.4 more hours per week with TV
than with radio.
Source:
The Advantages of TV over Radio
• 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 people’s senses simultaneously
creates a synergistic effect that cannot be duplicated by only
stimulating an individual sense.
The Advantages of TV over Radio
Biometric Research
• Science has proven TV advertising effective
– In 2009 Innerscope Research conducted a Biometric study of Canadian
advertising to measure the subconscious effect that it has on
consumers
– Respiration, heart rate, skin conductance and movement were
measured along with eye tracking to determine how engaged subjects
were with the advertising to which they were exposed
– Subjects were exposed to television advertising from 24 national
brands; each brand had a corresponding ad in either Newspaper, Radio,
Online Video or Online Display
– Television advertising proved to be more engaging and generated
higher recall that all other media included in the study
The Advantages of TV over Radio
Biometric Research
• Radio receives only 33% of the recall and engagement from
its audience compared to TV.
The Advantages of TV over Radio
Consumers Surveys
• 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 Radio
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Influential?
A25-54
63.7
13.7
9.3
6.0
Television
Source: BBM Analytics May 2010
Radio
3.2
Newspaper
Magazines
1.2
Internet
Out of home
The Advantages of TV over Radio
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Persuasive?
64.1
A25-54
7.9
9.9
5.5
7.1
2.1
Television
Source: BBM Analytics May 2010
Radio
Newspaper
Magazines
Internet
Out of home
The Advantages of TV over Radio
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Powerful?
66.9
A25-54
6.5
Television
Source: BBM Analytics May 2010
Radio
11.2
8.1
3.7
Newspaper
Magazines
1.0
Internet
Out of home
The Advantages of TV over Radio
Advertising Receptivity
In which medium are you most likely to Notice advertising?
A25-54
55.9
16.0
11.7
7.6
3.2
Television
Source: BBM Analytics June 2010
Radio
Newspaper
Magazines
1.4
Internet
Out of home
The Advantages of TV over Radio
Advertising Receptivity
When are you most Receptive to advertising messages?
A25-54
42.7
13.2
11.9
10.2
7.1
Watching
Television
Source: BBM Analytics June 2010
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
7.1
On the
Internet
Out of home
The Advantages of TV over Radio
Advertising Receptivity
When do you pay the most Attention to advertising messages?
A25-54
42.3
14.9
12.7
6.3
Watching
Television
Source: BBM Analytics June 2010
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
7.3
On the
Internet
9.4
Out of home
The Advantages of TV over Radio
Advertising Receptivity
Thinking about your Favourite advertisement, where did you see it?
68.2
A25-54
3.7
Television
Source: BBM Analytics June 2010
Radio
4.7
Newspaper
7.1
3.7
2.7
Magazines
Internet
Out of home
The Advantages of TV over Radio
Advertising Receptivity
Have you ever seen an ad that has made you Laugh or Cry? Where?
83.6
A25-54
88.2
10.9
Yes
No
7.8
2.5
Television
Source: BBM Analytics June 2010
Radio
0.3
Newspaper
1.3
0.8
Magazines
Internet
Out of home
The Advantages of Television over
Radio
• According to a study conducted in the U.K. by Thinkbox:
– On average, a £1 million increase in TV investment yielded a £4.5
million increase in sales
– Radio did not produce any significant or conclusive results
– TV delivers its value over a much longer time frame (45% of its total
sales effect is delivered after Year One)
Source: Thinkbox 2008
The Advantages of Television over
Radio
• Television commercials account for 10.3% of all word of
mouth conversations in regards to brands. This compared to
only 1.6% for ads on the radio.
• Television is the leader in ad expenditure volume, as well as
the leader in driving word of mouth volume.
• TV has the ability to spark a conversation, and advertisers
wanting to start lots of conversations quickly have to consider
television.
Source: ADMAP November 2010
The Advantages of Television over
Radio
Attitudes of adults towards product placement in TV shows
• 24% agree to the statement “After I watch my favourite TV
show, I can remember brand name products the characters
were using during the show”.
• 22% agree to the statement “To see a character interact with
brand name products I use makes the show more real to me”.
• 41% agree to the statement “When I watch TV, I often notice
brand name products used as part of the set”.
Source: TV Dimensions 2010
The Advantages of Television over
Radio
• Most people have the radio on “for noise”. They are usually
otherwise engaged with something else while listening, and
often are only half listening.
• Radio makes it difficult for the listener to take physical action
as a result of the advertising message (ex. Needing to find a
pen in response to hearing a phone number or store location)
• Radio is not visual, most people retain information much
better when they see it as opposed to just hearing it.
Source: www.access2000.com
The Advantages of Television over
Radio
• In Summary:
– Television is far more effective than radio in conveying an advertiser’s
message as TV impacts the consumer’s several different senses
simultaneously.
– As outlined in various studies, people identify TV as the medium they
find to be most effective, engaging, and persuasive.
– The visual capabilities of television allow for better retention of
information and brand awareness on the part of the consumer.

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