TV is the most engaging media
description
Transcript of TV is the most engaging media
Good for finding out what's newIt gives me useful information
I get a lot of pleasure from this medium
I look forward to watching this medium
It is good entertainment value
It puts me in a good mood
I get caught up with this medium
It demands my attention - difficult to do other things
It is my personal treatIt often changes the way I feelIt can make me feel happy or sad
It helps me form opinions
It often changes the way I think
I think this medium is pretty cool
This medium often inspires me
I like to experience this medium with someone/others
This medium is important in my life
I could not do without this medium
This medium is like a trusted friend
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100
Media Engagement – AP 15+
Television Newspapers Magazines Radio Out Of Home
TV is the most engaging media
Source: Nielsen Media Q2 2011-Q1 2012. Media Engagement AP 15+
Econometric modelling undertaken by Ebiquity on behalf of Thinkbox in the UK in 2011 showed that… TV pays back more than any other medium
Average profit based ROI for campaigns measured is 1.7:1 The typical profit-based ROI for radio was 1.48:1, while press was on 1.40:1, static online display on 1.06:1 and outdoor on 0.45:1.
TV delivers long term resultsResearch shows that the sales effect of a TV ad is almost as strong in year two as it is in year one, whereas the effects of other media on sales "fades quite quickly".
On the other side of the ledger, cutting spend on TV can result in a long term revenue loss.
According to previous Thinkbox work with Data Decisions, there can be a massive effect even if you cut for just one year. In all, brands might take up to six years to recover their position following the cut.
“TV isn't just efficient, it has the scale to be effective. It's the beating heart of the campaign. If it was a drug, they'd have to license it.”
Andrew Challier, a marketing advisor at Ebiquity
TV is the most effective media
Source: TV is still king: Analysis from Thinkbox's Payback 3 study - Joseph Clift WARC
Watch
ed TV
Been online
Listened to
the ra
dio
Read a comm
unity p
aper
Read a daily paper
Noticed outd
oor adverti
sing
Read a magazin
e
Read unaddre
ssed m
ail
Read dire
ct mail
Read a weekend p
aper
Read news s
tories/
article
s onlin
e
Been to th
e cinema
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Media Recency – AP 15+
TV is the most used media
Source: Nielsen Media Q2 2011-Q1 2012. Media Engagement AP 15+
More time is spent with TV than any other media
TV 21 hours
19 minutes
Radio16 hours
18 minutes
Online13 hours
47 minutes
MagazinesOne hour,
37 minutes
NewspapersTwo hours, 50 minutes
Source: Roy Morgan, May 2012. AP 14+ base used
TV Radio Newspapers Magazines Internet0:00
2:24
4:48
7:12
9:36
12:00
14:24
16:48
19:12
21:36
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Time Spent With Media – AP 14+
2006 2011
Tim
e (O
ver
a w
eek
)
In fact, TV and Online are the only media to have shown growth in time spent using over the last five years
Source: Roy Morgan, May 2012. AP 14+ base used
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Cume Reach
All TV TVNZ TV Works Prime Sky
TVNZ reaches more people than any other network on a daily, weekly and monthly basis
Source: Nielsen TAM, Cume Reach AP 5+, 2011
TVNZ TVWorks TVNZ TVWorks TVNZ TVWorksAP 25-54 AP 25-542 HHS w Kids
0-14HHS w Kids
0-142AP 18-49 AP 18-492
0%10%20%30%40%50%60%70%80%90%
100%
Rating Distribution Weeks 25-28 2012
0-4 TARPS 5-8 TARPs 9-12 TARPs 13 + TARPs
Against 25-54, 49% of all ratings delivered higher than 9 TARPs vs just 8% from TV WorksAgainst HHS w/kids 0-14, 53% of all ratings delivered higher than 9 TARPs vs just 6% from TV WorksAgainst AP 18-49, 36% of all ratings delivered higher than 9 TARPs vs just 5% from TV Works
TVNZ delivers more high rating shows than anyone else
Source: Nielsen TAM, Top Programmes in Peak Only, Weeks 25-28 2012
Across all TARP bands TVNZ’s 1+ reach is at least 5% and up to 9% higher than TV3, against AP 25-54
TVNZ’s premium programming delivers a TARP for TARP reach advantage at all levels
60-79 80-99 100-119 120-139 140-159 160-18030.0
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1+ Reach Delivered by TARPs, AP25-54 Week 25-28 2012
TVNZ 1+ ReachTV Works 1+ Reach
Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated
60-79 80-99 100-119 120-139 140-159 160-1800%1%2%3%4%5%6%7%8%9%
10%
5%
9%
8%8%
5%
9%
1+ Reach Differential, AP 25-54, Week 25-28 2012
Across all TARP bands TVNZ’s 1+ reach is up to 7% higher than TV3, against HHS with kids 0-14
60-79 80-99 100-119 120-139 140-159 160-18030.0
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1+ Reach Delivered by TARPs, HHS w/kids 0-14 Week 25-28 2012
TVNZ 1+ ReachTV Works 1+ Reach
60-79 80-99 100-119 120-139 140-159 160-1800%
1%
2%
3%
4%
5%
6%
7%
8%
1%
7%
4% 4%
1%
3%
1+ Reach Differential, HHS w/kids 0-14 Week 25-28 2012
Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated
Across all TARP bands TVNZ’s 1+ reach is at least 5% and up to 12% higher than TV3, against AP 18-49
60-79 80-99 100-119 120-139 140-159 160-18030.0
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1+ Reach Delivered by TARPs, AP18-49 Week 25-28 2012
TVNZ 1+ ReachTV Works 1+ Reach
60-79 80-99 100-119 120-139 140-159 160-1800%
2%
4%
6%
8%
10%
12%
14%
9%
8% 7%
6%
5%
12%
1+ Reach Differential, AP 18-49, Week 25-28 2012
Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated