Television vs. Internet - Television Bureau of Canada

Report
Television vs. Internet
July 25, 2011
Television vs. Internet
• Rather than taking away from time spent with Television,
people are using both TV and the Internet at the same time.
• 40-50% of people surveyed under the age of 55 use the
Internet while simultaneously watching Television, and, they
pay attention to both alternatively.
• And while viewers have several options available to choose
from, they overwhelmingly choose to watch television on a TV
set in the comfort of their home as opposed to a computer or
mobile device screen.
Source: Television Viewing Preferences and Online Synergy, http://www.tvb.ca/pages/viewingprefences_htm
Television vs. Internet
• Television is considered the most engaging medium over
other major media.
• Television has built a reputation of prestige and credibility.
Thus, enhancing the image of advertisers who use television.
• Television dominates as the preferred screen because it offers
the best overall viewing experience: picture and sound
quality, and popular first-run programs.
• Experiencing ads on TV is 38 times more engaging than
online ads. This leads to 3 times more brand recognition after
watching TV than surfing the web.
Source: Broadcasting & Cable, May 9, 2011 “Biometric Study: Broadcast Ads Make Web Work Better”
Television vs. Internet
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
Television vs. Internet
• There is a symbiotic relationship for advertisers1:
–
More than half of those surveyed under the age of 55 have gone online
based on something they saw in a television commercial.
– Of those people, most researched the product or service or requested
information, but a significant proportion go on to make an online
purchase.
• The proportion of TV only viewers in Canada is 71%, online
only viewers make up 5%, and 24% of us are cross-platform
viewers.2
1Source:
2
Television Viewing Preferences and Online Synergy, http://www.tvb.ca/pages/viewingprefences_htm
Source: Comscore
Television vs. Internet
• Traditionally, TV advertising has been viewed as having its
greatest influence in the early stages of the model, making
the consumer aware of the product, creating interest in the
product and, to a lesser extent, creating a desire.
• The role of the internet is more pronounced in the latter
stages of the process. The interested consumer goes to the
web to learn more about the product. When the consumer
finds more information about it, his or her desire for it
increases, and the information leads to an actual purchase.
Source: Television Viewing Preferences and Online Synergy, http://www.tvb.ca/pages/viewingprefences_htm
Television vs. Internet
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 than all other media included in the study
Television vs. Internet
Biometric Research
• Internet receives only 71% of the recall and engagement
from its audience compared to TV.
Television vs. Internet
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
Television vs. Internet
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Influential?
A25-54
62.6
13.3
7.6
9.2
2.6
Television
Source: BBM Analytics June 2011
Radio
Newspaper
Magazines
0.4
Internet
Out of home
Television vs. Internet
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Persuasive?
A25-54
57.7
11.8
13.7
8.3
3.3
Television
Source: BBM Analytics June 2011
Radio
Newspaper
Magazines
1.8
Internet
Out of home
Television vs. Internet
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Powerful?
A25-54
61.8
14.8
9.1
4.5
Television
Source: BBM Analytics June 2011
Radio
2.7
Newspaper
Magazines
1.2
Internet
Out of home
Television vs. Internet
Advertising Receptivity
In which medium are you most likely to Notice advertising?
57.9
A25-54
14.2
9.9
9.2
3.2
Television
Source: BBM Analytics June 2011
Radio
Newspaper
Magazines
2.3
Internet
Out of home
Television vs. Internet
Advertising Receptivity
When are you most Receptive to advertising messages?
A25-54
42.1
13.7
13.3
9.5
9.0
5.2
Watching
Television
Source: BBM Analytics June 2011
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
On the
Internet
Out of home
Television vs. Internet
Advertising Receptivity
When do you pay the most Attention to advertising messages?
A25-54
41.4
14.9
14.2
6.1
Watching
Television
Source: BBM Analytics June 2011
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
7.4
On the
Internet
7.4
Out of home
Television vs. Internet
Advertising Receptivity
Thinking about your Favourite advertisement, where did you see it?
A25-54
64.4
8.1
4.3
Television
Source: BBM Analytics June 2011
Radio
Newspaper
6.5
2.9
Magazines
0.7
Internet
Out of home
Television vs. Internet
Have you ever seen an ad that has made you Laugh or Cry? Where?
84.3
A25-54
88.7
10.6
Yes
6.3
6.3
0.5
Television
Source: BBM Analytics June 2011
Radio
No
Newspaper
0.3
Magazines
0.0
Internet
Out of home
Television vs. Internet
• There is a unique role that Television and the Internet each
have in the “purchase funnel”. Television at the top of the
purchase funnel provides a very immersive environment
which enables advertisers to create a need state among
customers/viewers.
• The Internet further down the purchase funnel enables
advertisers to provide customers with the additional
information they require before making a purchase, or in
some cases facilitates the purchase.
Source: Television Viewing Preferences and Online Synergy, http://www.tvb.ca/pages/viewingprefences_htm
Television vs. Internet
• Television commercials account for 10.3% of all word of
mouth conversations in regards to brands. This compared to
only 3.9% for ads on the internet.
• 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
Television vs. Internet
• Consumers do not trust internet advertising. Advertisements
on the internet have much lower credibility and a much lower
impact on the perception of product quality.
• Forrester Research has completed studies that show (among
methods of internet advertising) that advertising and
company sponsored blogs are the least-trusted source of
information on products and services, while recommendations
from friends and online reviews from customers are the
highest.
Source: Tech Crunch, March 22, 2010 “Why advertising is failing on the internet”
Television vs. Internet
• Results for a 3-month period ending March 2011 show that
A25-54 averaged 26.6 hours/week with TV* as opposed to
only 11 hours/week with the internet* during the same time
period.
• Despite widespread adoption, the Internet is missing roughly
one-third of the Canadian population as only two-thirds
actually use the internet.
* Measures both at-home and out-of-home viewing
Source: comScore Media Metrix, “Time Spent Online” http://www.tvb.ca/pages/comScoreMediaMetrixTrends_htm
Source: mediacaster, June 6, 2011 “Internet Video Use in Canada, U.S. Drives OTT Revenue Projections”
Television vs. Internet
• Internet advertising is largely unregulated, and knows no
national boundaries. In other words, almost anything goes!
• Internet marketing is so blended into the content of a
Website that the lines are blurred between advertising,
entertainment and information.
• TV advertising doesn’t “share” a page/screen with its content;
it takes over completely.
Source: http://www.media-awareness.ca/english/resources/special_initiatives/wa_resources/wa_shared/backgrounders/tv_vs_net.cfm
Television vs. Internet
• In Summary:
– Television’s reputation of prestige gives credibility to the messages and
advertisements being displayed.
– As outlined in various studies, people identify TV as the medium they
find to be most effective, engaging, and persuasive.
– Television and internet work best when used synergistically to convey a
message.
– People are still overwhelmingly choosing to view programming on a TV
set rather than on a computer.
– “There is something to be said about the way images and sound come
through a 55” HDTV that a computer and iPad simply can’t compete
with.”
– Neil Weisman, EVP and GM of Blue Chip Healthcare Marketing

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