TV advertising's killer charts: what every marketer should know
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This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective. It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
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TV advertising's killer charts: what every marketer should know
- 1. TV advertising’s killer charts What every marketer should know 46 nickable charts With notes Full Deck Published: June 2015
- 2. Thinkbox is supported by 99% of UK broadcasting Main shareholders Associates & supporters
- 3. TV Killer Facts 03 01 TV is the best profit generator 02 TV is the lead effectiveness medium TV has unbeatable scale and reach 05 TV is the most talked about media 06 Multi-screening brings viewers closer to content and brands We spend more time with TV than any other media04 07 All TV ads can be response ads 08 TV is everywhere09 TV is the emotional medium and builds brand fame10 TV is the catalyst for other media 11 Handy slides
- 4. 1. TV is the best profit generator
- 5. TV is the best profit generator £1.79 £1.52 £1.48 £0.91 £0.37 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 £1.40 £1.60 £1.80 £2.00 TV Radio Press Online Display Out of Home ProfitROI 2008-2011 Source: Payback 4, 2008-2011 & 2011-2014, Ebiquity Payback 4 (2011-2014)
- 6. TV is vital for long term profit -20% 0% 20% 40% 60% 80% 100% 120% 140% TV Other brand Activation Averageupliftinprofiteffects 3+ year campaigns only Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA
- 7. We are starting to uncover the payback of TV sponsorship …a word from our sponsor Source: Payback 4, 2008-2014, Ebiquity. Retail & FMCG categories only AverageProfitROI £1.51 £0.87 £0.70 £0.65 £0.50 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 £1.40 £1.60 TV Spot TV Spon Press Radio OOH Based on limited retail and FMCG only
- 8. 2. TV is the lead effectiveness medium
- 9. TV is the lead effectiveness medium 100% 52% 27% 13% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% TV Press Radio Online Display Out of Home Twice as effective ‘per impact’ as any other medium Source: Payback 4, 2008-2011 & 2011-2014, Ebiquity EffectivenessIndex TVIndex=100
- 10. Largest effects accumulate over time 0 10 20 30 40 50 60 70 80 90 100 Number of very large business effects % Very large profit gains Index 1 year 2 year 3+ years Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA
- 11. Nearly half of TV’s sales effects are delivered after the first year of investment 0% 20% 40% 60% 80% 100% Year 1 Year 2 Year 3 Year 4 Year 5 Revenueeffectas%ofyear 1effect Print TV The effects of TV are long lasting Source: Payback 1, 2008, PriceWaterhouseCoopers
- 12. TV gives the best business results 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Increaseinno.ofbusinesseffects Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA
- 13. TV is by far the most trusted form of advertising 37% TV Set 12% Newspapers 7% 7% Radio 7% Magazines 3% 3% 3% Websites Search Social media Outdoor Source: TV Nation, 2014, Ipsos Media CT/Thinkbox. Base: all adults 15+. Question: ‘in which, if any, of the following places are you most likely to find advertising that you trust?’ Media where you’re most likely to find advertising that you trust
- 14. 3. TV has unbeatable scale and reach
- 15. TV has extremely high daily, weekly and monthly reach Source: BARB, 2014, individuals, reach 1min+ Commercial TV reaches 71.4% of the population in a day 92.8% of the population in a week 98.2% of the population in a month
- 16. Commercial reach has remained stable over 5 years Source: BARB, 2014, reach 1min+ Weekly reach % 2010 2011 2012 2014 92.8 93.3 92.3 88.6 92.4 90 Individuals Adults ABC1 adults 16-34 Men Kids 2013 Women 94.2 92.6 93.7 93.5 93.4 93.1 94 93.8 93.8 92.1 93.2 92.8 92.6 88.2 90.1 89.6 89.5 92.3 93 92.9 92.7 89.8 91.6 91.6 91.4 93.9 95 94.7 94.8
- 17. TV not only has reach, but also has volume 0 10 20 30 40 50 60 70 80 90 100 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 TV (any) Commercial radio Travelling (OOH) Social Networking Newspaper (any) Magazine Cinema Ave hours per day %Weeklyreach Source: Touchpoints 5, 2014, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption Online TV Commercial TV Internet Radio (any) Adults 15+
- 18. 4. We spend more time with TV than any other media
- 19. TV accounts for nearly half of people’s chosen media day TV 48.0% Radio 21.2% Video clips/movies/music online 1.9% Adults 15+ Includes only media which people choose to consume (i.e. excludes out of home) Source: Touchpoints 5, 2014, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption Newspapers 3.9% Magazines 0.6% Cinema 0.4% • TV, radio, newspaper & magazine figures include online/app consumption Other online activity 1.3% Online games 1.1% Online buying/product info/banking 1.6% Online browsing/info seeking 4.6% Internet for work 3.7% Email 5.6% Social networking/messaging 6.2%
- 20. TV accounts for over 40% of 15-24s chosen media day TV 41.3% Radio 13.1% Adults 15-24 Newspapers 1.4% Magazines 0.4% Cinema 1.0% • TV, radio, newspaper & magazine figures include consumption via internet/appsOther online activity 1.5% Online games 1.8% Online buying/product info/banking 1.8% Online browsing/info seeking 7.4% Internet for work 3.2% Email 5.4% Social networking/ messaging 15.7% Video clips/movies/music online 6.3% Includes only media which people choose to consume (i.e. excludes out of home) Source: Touchpoints 5, 2014, IPA. Base: adults 15-24. TV, radio, newspaper & magazine figures include online/app consumption
- 21. Total UK video consumption – all platforms & devices Source: 2014, BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 5 / Rentrak 7.5% 6.9% 6.6% 3.7% 9.1% 6.9% 9.5% 48.8% 3.5% 4.5% 4.6% 2.2% 3.8% 3.0% 10.9% 67.1% YouTube Other online video Online 'adult' video Cinema Subscription VOD DVD Broadcaster VOD Playback TV Live TV All Individuals: 4hrs, 20 mins 16-24s: 3hrs, 30 mins All Individuals 16-24s Average video time per day 0.4% 1.0%
- 22. 44% 37% 12% 6% 1% 1% 30% 43% 3% 16% 6% 1% Commercial TV Online (exc TV, radio, press) Commercial Radio Newspapers Magazines Cinema Chosen media day share Ad revenue share The myth of time spent* Source: Touchpoints 5, 2014, IPA, and AA/WARC 2014 ad expenditure forecast (Q3) . *Only includes media which people choose to consume (i.e. excludes out of home) Please note: TV and radio activity is commercial only (i.e. excludes BBC) Online includes all commercial and non- commercial activity (e.g. BBC, government etc.)
- 23. Average daily reach by half hour 0 5 10 15 20 25 30 35 40 45 50 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 TV Radio Newspaper Magazine Internet Time of day Source: Touchpoints 5, 2014, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption %Reach
- 24. We watch 2 hours and 25 mins of commercial TV a day 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 No.ofhoursofTVviewedperday Non-commercial viewing Commercial viewing 2 hrs 25 m 2 hrs 33 m 2 hrs 34 m 2 hrs 36 m 2 hrs 33 m 1 hr 16 m 1 hr 19 m 1 hr 27 m 1 hr 26 m 1 hr 29 m Source: BARB, 2004-2014. Base: individuals 4 hrs 2 m 4 hrs 2 m 4 hrs 1 m 3 hrs 52 m 3 hrs 41 m 3 hrs 45 m 3 hrs 44 m 3 hrs 38 m 3 hrs 36 m 3 hrs 39m 3 hrs 42 m 2 hrs 16 m 1 hr 26 m 2 hrs 16 m 1 hr 23 m 2 hrs 15 m 1 hr 21 m 2 hrs 16 m 1 hr 22 m 2 hrs 22 m 1 hr 22 m 2 hrs 24 m 1 hr 21 m
- 25. Average person in the UK sees 45 TV ads a day Source: BARB, 2004 – 2014. Base: individuals *digital switchover complete Only includes ads viewed at normal speed Daily UK totals are now 2.65 billion TV ads seen every day 38 39 39 40 42 43 46 47 47 47 45 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013 2014
- 26. The majority of TV viewing is live Source: BARB, 2014. Base: individuals & individuals in DTR homes Individuals Individuals with DTRs 88% 6% 6% Individuals Individuals with digital recorders (DTRs) 83% 8% 9% Live Viewed on the same day as live (VOSDAL) Time-shifted viewing within 7 days
- 27. Time-shifted viewing stable in DTR homes Source: ‘Ten Years of Sky Plus’, Q2 2006-Q3 2010, Sky, & BARB Establishment Survey , Q4 2010 onwards, BARB 0 10 20 30 40 50 60 0 10 20 30 40 50 60 Q206 Q306 Q406 Q107 Q207 Q307 Q407 Q108 Q208 Q308 Q408 Q109 Q209 Q309 Q409 Q110 Q210 Q310 Q410 Q111 Q211 Q311 Q411 Q112 Q212 Q312 Q412 Q113 Q213 Q313 Q413 Q114 Q214 Q314 Q414 %DTRpenetration %ofallviewing DTR penetration (HH) % time-shifted viewing in DTR homes (inds) Quarter
- 28. Time-shifting is driven by programme genre not ad avoidance 65% 64% 78% 80% 79% 82% 80% 81% 88% 89% 90% 91% 97% 97% 35% 36% 22% 20% 21% 18% 20% 19% 12% 11% 10% 9% 3% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Time-shifted Live Source: BARB, 2014. Base: individuals in DTR homes, commercial TV vs. BBC
- 29. 5. TV is the most talked about medium both on and offline
- 30. TV ads are the most talked about Source: TV Nation, 2014, Ipsos Media CT/Thinkbox. Base: all adults 15+. Question: ‘On which medium are you likely to find advertising that you talk about either face to face or over the phone / online?’ On which medium are you likely to find advertising that you talk about… 58% 10% 9% 8% 8% 5% 4% 3% 28% 11% 4% 8% 5% 3% 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% TV Social networks Newspapers Websites Online search Radio Magazines Out of home Face to face / on the phone Online
- 31. TV advertising drives 51% of all marketing-generated conversations 9% 19% 51% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Paid media Non-TV Paid media TV Brand news, PR & events Product/service Influenced variables Source: POETIC, 2013, Data2Decisions/Keller Fay/Thinkbox
- 32. 6. Multi-screening brings viewers closer to content and brands
- 33. Multi-screening is a common activity Source: TouchPoints 5, 2014, IPA. Base: adults 15+ 25 mins Using internet while watching TV per day
- 34. 0 5 10 15 20 25 30 35 40 45 50 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 Ave.daily%ofadults Time Watching TV Watching TV and internet use Watching TV and social networking Multi-screening usage patterns follow TV Source: Touchpoints 5, 2014, IPA. Base: adults 15+ who have home internet access
- 35. Ad break multi-screeners are more likely to stay in front of ads % agreeing with each statement 57% 36% 35% 49% 41% 28% I just stayed where I was and waited for the programme to restart I left the room during the ad breaks I found myself watching the adverts almost by accident Multi-screeners Everyone else Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox. Mobile diary 7pm-11pm.
- 36. Multi-screening doesn’t reduce ad recall Average number of adverts recalled from last 15 minutes 1.9 1.6 1.6 2 2 Average I left the room I fast-forwarded the ads until the programme restarted I talked to someone else about something unrelated to the adverts on screen I started using another device Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox. Mobile diary 7pm-11pm
- 37. 7. All TV ads can be response ads
- 38. TV is a catalyst for direct response Source: POETIC, 2013, Data2Decisions/Keller Fay/Thinkbox. % of variables which can be influenced to drive website visits 69% of website visits are generated by paid media 47% Of these 69% website visits were generated by paid TV media
- 39. People welcome social elements within TV ad campaigns 52% welcome TV campaigns which carry a social media call to action Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox. Base: individuals 16+ With Facebook and Twitter being the most desired platforms to be directed to
- 40. 8. TV is the catalyst for other media
- 41. TV boosts other advertising channels Reactive Interactive Active TV is a multiplier of other awareness building channels TV to radio is strongest and can be >100% TV to press and OOH can be up to 50% Branded search is 33% more responsive to TV in 2011-2014 TV to generic search on average +5% shift in conversion per 100 TVRs TV helps drive significantly greater promotional effectiveness Observed multiplier effects up to 100% Source: Payback 4, 2011-2014, Ebiquity
- 42. TV & online synergy is particularly large 0.0 0.2 0.4 0.6 0.8 1.0 1.2 Brand + activation channels TV + online AnnualisedESOVefficiency Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA
- 43. TV & online are great together… 0.0 0.2 0.4 0.6 0.8 1.0 1.2 Brand + activation channels TV + online AnnualisedESOVefficiency Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA
- 44. And this combined efficiency has increased over time 0.0 0.2 0.4 0.6 0.8 1.0 1.2 Brand + activation channels TV + online AnnualisedESOVefficiency 0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 1998 - 2004 2006 - 2010 AnnualisedESOVefficiency TV + Online campaigns Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA
- 45. 9. TV is everywhere
- 46. New devices enhance viewing and interaction Source: Ipsos Tech Tracker, Q4 2014, adults 15+. Penetration figures (Laptop and Personal Computer, Any Tablet, Any Smartphone) 35% 63%65% UK device penetration
- 47. Viewers are using all these devices to watch TV TV with internet connection Laptop/desktop Tablet Smartphone 8.3% 12.5% 5.4% 3.5% Source: Touchpoints 5, 2014, IPA. Base: adults 15+ % of adults watching online TV via device (in a week)
- 48. TV viewing is expanding beyond the living room Bathroom 9% Bedroom 46% Kitchen 19% Living room 56% Study 24% Garden 12% Where people watch television via tablets, laptops and/or smartphones Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox
- 49. TV is viewed in many places outside of the home Usage of devices to watch TV out of home – location 5% 2% 4% 3% 1% 3% 8% 7% 5% 5% 6% 5% 11% 13% 9% 10% 9% 7% 0% 2% 4% 6% 8% 10% 12% 14% Someone else's house Public transport At work Public building In a car Travelling on business PC/Laptop Tablet Smartphone Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox Net: 17% Net: 13% Net: 12% Net: 10%Net: 13%Net: 16%
- 50. Viewing on other devices is small, but on the increase Source: BARB, 2014, and UK broadcaster data. Base: individuals 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 2013 2014 No.ofhoursofTVviewedperday TV (streamed & on- demand) viewed on other devices Commercial Linear TV Non-Commercial Linear TV1 hour 18 mins 3 hours 44 mins 30 secs 2 hours 25 mins 1 hour 16 mins 2 hours 33 mins 1 hour 19 mins 3 hours 52 mins 3 mins 3 mins 30 secs
- 51. 10. TV is the emotional medium and builds brand fame
- 52. TV ads evoke emotion more than ads in other media 77% 8% 8% 6% 6% TV Radio Papers Mags Internet Source: TV Nation, 2014, Ipsos MediaCT/Thinkbox. Base: all adults 15+. 77% claim TV ads are most likely to make them laugh, cry or feel emotional
- 53. TV advertising is most likely to make you laugh Source: TV Nation, 2014 , Ipsos Media CT/Thinkbox . Base: adults 15+ Question: ‘In which, if any, of the following places are you most likely to find advertising that makes you laugh?’ Media where most likely to find advertising that makes you laugh 74% TV Set Radio Newspapers Websites Outdoor Magazines Social media Search 10% 10% 9% 6% 5% 5% 4%
- 54. Fame and emotion generate the most sales and profit 58% 39% 0% 10% 20% 30% 40% 50% 60% 70% Sales Profit Fame Emotive Informative Persuasive Source: ‘Marketing in the Era of Accountability’, 2007, IPA Emotive campaigns or ads which achieved fame 50% more likely to gain large business effects
- 55. Handy to know!
- 56. Source: Advertising Association Expenditure Report , 2000-2010. 2011-2014. Data supplied by the UK broadcasters. constant 2014 prices TV advertising is at bargain prices Based on £100k TV spend 0 5 10 15 20 25 Adults ABC1 Adults 16-34s Year Millionimpacts
- 57. Average TV view costs £0.05 Source: BARB, 2014, and data supplied by UK Broadcasters. Constant 2014 prices, based on average adults CPT The average cost of buying the media space to get one person in the UK to see a TV advert only costs half a penny
- 58. An average broadcast TV campaign of 400 TVRs in the UK gets 234 million views
- 59. Thank you. www.thinkbox.tv Helping you get the best out of television
Notas del editor
- Hello. Welcome to ‘TV advertising’s killer charts’. This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising – and is in fact becoming more effective. If you have any questions about this deck – or would like more information on any topic – please contact as via info@thinkbox.tv.
- Before the killer charts, a quick word about Thinkbox. Thinkbox is the marketing body for commercial TV in the UK, in all its forms – broadcast, on-demand and interactive. We work with the marketing community with a single ambition: to help advertisers get the best out of today’s TV. Thinkbox’s shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent 99% of commercial TV advertising revenue through their owned and partner TV channels. Associate Members are RTL Group, Virgin Media, London Live, Norway’s SBS Discovery and Australia’s ThinkTV. Discovery Channel UK, UTV and STV also give direct financial support. TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences engage with TV advertising, uncovering what the latest technological developments mean, explaining innovative and affordable solutions, and encouraging creativity to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help customers meet their marketing objectives.
- 2014 saw the launch of ‘Payback 4: Pathways to Profit’, an independent econometric study by Ebiquity – commissioned by Thinkbox. One of the key findings from the research was that TV remains the most effective form of advertising, generating the most profit pound for pound. The study was an analysis of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
- The IPA’s ‘Advertising effectiveness: the long and short of it’ was produced in association with Thinkbox and written by Les Binet and Peter Field. The study was an econometric analysis of the IPA Effectiveness Awards Databank, looking at the business effects of 1,000 advertising campaigns over a 30 year period. In this study, the IPA found that TV pays back both over the short and long-term, but the long-term approach is where the real power lies and where the greatest profit is generated.
- In ‘Payback 4’, using the limited amount of data available (where category spend was available across all comparable media), Ebiquity revealed that the payback of TV sponsorship is comparable to that of other media.
- In Payback 4, Ebiquity found that TV advertising consistently outperforms other media in generating sales and was, on average, twice as effective per equivalent exposure than the next best performing medium, which was press. The data is based on the sales uplift per exposure for that media. The simplest way to look at it if an exposure on TV delivers 100 product sales, then an equivalent exposure on press would produce 52 product sales.
- ‘Advertising effectiveness: the long and short of it’ by the IPA also found that the effects of advertising accumulate over time. The longer you advertise, the bigger the effect.
- A PricewaterhouseCoopers long-term econometric analysis across a wide range of markets found that the TV spend from year 1 is still affects sales in year 2 almost as strongly. TV delivered its value over a much longer time frame - 45% of its total sales effect were delivered after year the first year of investment. The results of the analysis demonstrate the long-term relationship between marketing communication expenditure and both sales and brand values.
- ‘Advertising Effectiveness: the long and short of it’ by the IPA demonstrated that TV stands head and shoulders above other media in driving business results. It adds the greatest number of business effects to a campaign – things such as sales, profit, market share – and, the more business effects, the more commercially successful the campaign will be.
- TV ads are trusted more than any other type of advertising, which is one of the reasons for their superior effectiveness. This is in part because of TV ‘s tight regulation which ensures that viewers know the brands have been scrutinised and are safe and that children are protected. This trust is also in part down to our emotional relationship with TV, something which builds from childhood.
- TV has the greatest reach of all media. No other form of advertising can build scale as quickly and powerfully as TV.
- Commercial TV’s reach has remained stable over 5 years.
- As well as reaching into every corner of the country, people also spend a lot of time with TV. It is the most popular medium.
- According to the IPA’s most recent Touchpoints study, TV accounts for 48% of the time people choose to spend with media.
- As with the UK as a whole, the same is true of younger people: according to the IPA’s Touchpoints, TV takes the lion’s share of 15-24s’ chosen media day.
- The time people choose to spend with a device or medium is a sign of its vitality and popularity. If no one is using something, they can’t see its advertising. But quantity should inform not dominate the decision to advertise. If time spent was all we should care about then advertising on pillows would be booming. Ultimately for advertisers it is about advertising effectiveness. But, to put the issue in context, here we have looked at how the proportions of time spent with each medium compares to its share of advertising investment. As you can see, in a purely time spent world, TV and radio are woefully underinvested in and online media and press are receiving too much.
- TV viewing builds through the day to dominate our media consumption in the evenings.
- We watch 2 hours and 25 mins of commercial TV a day, which accounts for two thirds of total TV viewing in the UK.
- Commercial impacts during 2014 decreased by 3.6% compared with 2013. However, taking a broader perspective, they have grown by 27% over the last ten years. The average viewer watched 45 ads a day at normal speed (fast-forwarded ads are not counted) in 2014 – 7 ads more a day than ten years ago. Collectively the UK watched an average of 2.65 billion ads a day in 2014.
- In 2014, 88% of all TV set viewing was watched live compared to 89% in 2013 (there is no data yet to show what proportion of TV watched on other screens is live-streamed). Specifically in the 58% of households that own a digital television recorder (DTR), 83% of TV on a TV set in 2014 was watched live compared to 84% in 2013.
- The level of non-live viewing (i.e. playback and VOD within seven days on a TV set) seems to be settling around the 15–20% mark.
- People time-shift by genre, not to avoid the ads. This chart compares commercial and BBC TV time-shifting by genre. Commercial and BBC TV have a similar amount of time-shifted viewing. In some cases BBC equivalents have a slightly higher proportion of time-shifted viewing than commercial.
- Thinkbox’s ‘TV Nation’ study demonstrated that TV ads were most likely to drive conversation, in all its forms.
- Paid media is crucial to generating brand conversations and Thinkbox’s ‘POETIC’ study found that, in particular, TV advertising created the greatest additional word of mouth for brands (51% of all influenced variables). In total, 72% of incremental brand conversations are driven by paid-for advertising.
- Multi-screening is common. The IPA’s Touchpoints shows that adults aged over 15 spend 25 minutes a day using the internet while watching TV. This is up by 48% since 2011 when it was 17 minutes per day.
- Multi-screening usage patterns follow that of TV, gradually increasing during the day.
- Thinkbox’s ‘Screen Life: TV advertising everywhere’ study found that multi-screeners are more likely to stay in the room and in front of the ads when they are multi-screening. The use of another device often prevents the use of the remote control to switch channels
- Multi-screeners recall the same amount of ads, on average, as solus TV viewers. Multi-screening doesn't stop messages going in – people are still taking in the TV advertising implicitly, as they always have.
- Thinkbox’s ‘POETIC’ study with Kelley Fay and Data2Decisions on the impact of paid media on earned (e.g. word of mouth) and owned (e.g. websites) media showed that over two thirds of website visits were sparked by paid-for media and half of those visits were as a direct result of TV.
- 52% of respondents in our ‘Screen Life: TV advertising everywhere’ research welcomed TV campaigns which carry a social media call to action. Facebook and Twitter were the most desired platforms to be directed to.
- ‘Payback 4’ by Ebiquity revealed that TV can boost the performance of other channels throughout the different stages of the purchase process. 1) Reactive stage - consumer reacts to external stimuli experienced as part of everyday life. Here TV, press, radio, OOH, online display, cinema are most prevalent and TV’s multiplier effect can by up to 100%. 2) Interactive channels - consumer seeks out information about seller or brand. Here PPC, SEO, DM, branded search, generic search, social media, apps are most prevalent. TV has a significant impact on search – particularly branded. 3) Active channels - consumer goes in search of product in order to buy. This is usually done in-store or on a website. TV has a significant impact on promotional effectiveness – sometimes up to 100%.
- In ‘Advertising effectiveness: the long and short of it’ the IPA discovered that a brand’s excess share of voice (ESOV) was optimised when TV and online were used in conjunction over other brand/activation channels. ESOV is defined as a brand’s share of voice (SOV) minus its share of market (SOM). It is an important metric because, as the IPA has shown, out-shouting the competition increases your market share.
- One reason TV is so impactful is because of the multiplier effect it has on other media, particularly online. TV and online are a marketing marriage made in heaven. TV and online have always had a strong synergy, but this is increasing over time. In fact, campaigns that use TV and online together are almost twice as efficient as those that use brand advertising with other kinds of activation channels. Online is essentially making TV a more efficient sales medium.
- As the synergy between TV and online has been increasing over time, it is perhaps not surprising that the efficiency of TV + online campaigns has more than doubled since 2006.
- The increasing penetration of devices such as tablets and smartphones has meant that we have more opportunity to watch TV whenever and wherever we want.
- Although new screens are increasingly popular, the IPA’s Touchpoints study shows that the proportion of adults watching TV via other devices is still small – however it is significant and growing.
- This chart from ‘Screen Life: TV advertising everywhere’ shows the different areas of the house in which people watch TV on other devices. Mobile devices mean TV now has an opportunity to exist in areas of the house that were completely out of bounds before. Viewing on other devices within the home is dominated by laptops followed by tablets, and then smartphones.
- ‘Screen Life: TV advertising everywhere’ showed that TV is viewed in many places outside of the home. In all of these places watching TV via a smartphone is the most common.
- Watching TV on other devices is still only a small part of total viewing, but it is on the increase. On average people watch an extra 3 minutes and 30 seconds of TV a day on other devices such as smartphones, tablets and laptops - bringing total viewing to 3 hours and 45 minutes a day.
- Thinkbox’s ‘TV Nation’ work showed that TV ads were by far the most likely to make people feel emotional, and creating an emotional response is incredibly effective in advertising.
- Thinkbox’s ‘TV Nation’ found that TV ads are more likely to make people laugh than any other media.
- Research from the IPA has shown that emotive and famous campaigns generate the largest business effects. Against the important, hard business success metrics of sales and profit, campaigns with emotion and fame outperformed more rational/information led approaches across the board. This was the case even in supposedly highly rational categories.
- Advertising should ultimately be judged on effectiveness rather than cost and Ebiquity’s ‘Payback 4’ showed how TV has become more effective in recent years. But cost is a genuine issue for all businesses, and it is important to know that TV advertising is at bargain prices.
- The average cost of buying the media space to get one person in the UK to see a TV advert only costs half a penny.
- Beware the seduction of ‘views’. Views that TV ads get online are an important part of the way brands now communicate. However, because the figures are so visible, the offline views – which are often driving them – can get overlooked. A million online views is not to be sniffed at, but an average broadcast TV campaign in the UK gets 234 million ‘views’ – and that is before you consider the different quality of the viewing experiences.
- Find out more from Thinkbox Whether you are in need of information or inspiration, we’ll keep you up to date: Visit www.thinkbox.tv Register for our newsletter Download the Thinkbox app Or simply talk to us!