Why TV [WEB]

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Slide 1: 

Why TV? Lindsey Clay, Thinkbox

Slide 2: 

Why TV makes you top dog

Slide 3: 

5 winning TV moves

Slide 4: 

1. TV is in great shape

Slide 5: 

TV takes the lion’s share of media use Source: Touchpoints 3 – Adults Base: All Media use per day Touchpoints only measures editorial media. No measurement for OOH, DM, ambient. Cinema too small to register

Slide 6: 

Audience +124 mins yoy +53 mins +118mins +118 mins +70 mins Average hours per week Total TV viewing keeps growing Source: BARB/TechEdge

Slide 7: 

… and commercial TV is 63% of it Average hours per week Audience Source: BARB/TechEdge +59 mins +64 mins yoy +19 mins +59 mins +32 mins

Slide 8: 

+21.1% +20.2% +22% +11.9% +23.6% Billions Audiences Source: BARB/DDS Impacts have grown to their highest ever levels

Slide 9: 

Impact growth is delivering outstanding value Ave adult CPT current prices TV pricing at ’80s levels in real terms

Slide 10: 

92% of viewing is to linear, broadcast TV Source: BARB Jan-Sep 2010 – All digital homes TV ads are only counted if viewed at normal speed!

Slide 11: 

2. TV is the best profit generator

Slide 12: 

Two ground breaking studies prove TV’s value 1600 brands + 3 decades of data + Most sophisticated analysis techniques = effectiveness of TV IPA’s Marketing in the Era of Accountability + PwC’s Payback Study

Slide 13: 

PwC proved TV advertising pays back 4.55 Mean 5.9* 3.19** 4.88* 2.16** 3.52 Mean Increase in revenue (£m) for a £1m advertising investment * = + standard error, ** = -1 standard error PWC showed that on average, each £1m invested in TV yielded a £4.5m sales increase in the long term

Slide 14: 

…though the potential for misattribution is high And that Year 1 TV still affecting sales in year 2 almost as strongly Revenue effect as % of year 1 effect

Slide 15: 

Brands using TV as a lead medium won out % reporting very large business effects over the last 26 years

Slide 16: 

And TV is becoming even more effective

Slide 17: 

3. TV makes your other media work harder

Slide 18: 

DMA proved this +96% +92% Press DM

Slide 19: 

... but relationship with online most positive of all Online Display Search & Email TV Spot Launch Viral Launch Social Media +164% when TV added

Slide 20: 

The IPA found this too Effectiveness success rate %

Slide 21: 

We can see it happening for ourselves Source: Google Insights/ BARB DDS. NB The numbers on the graph reflect the number of searches that have been done for a particular term, relative to the total number of searches done on Google over time. TVRs Google searches Webuyanycar.com

Slide 22: 

4. TV = fame and trust

Slide 23: 

Emotive campaigns or ads which punched above their weight (achieving fame) were 50% more likely to gain large business effects Emotion and fame generate large business effects

Slide 24: 

It’s most important that we like an ad “ If there’s one measure that seems to be better than any other at predicting the effectiveness of an ad, it’s liking of an ad ” Les Binet

Slide 25: 

TV and the brain TV and the brain

Slide 26: 

TV stimulates two key areas of the brain Amygdala : emotions & feelings Hippocampus : long-term memory

Slide 27: 

Emotions drive our decisions – including all purchasing decisions Memory increases effectiveness – retention over time Emotion and memory – where brands live The importance of emotion and memory

Slide 28: 

Context is all – relaxed and shared Creates conversations – heightens emotion and memory Shared decision making – mutual purchases Implicit & emotional associations reinforced Family and friends provide personal recommendations

Slide 29: 

TV ads are seen as most trustworthy “Do you know if there is an organisation that is set up specifically to check ads to see if they are legal, honest, decent and truthful?” Source: TOM UK adults 16+

Slide 30: 

People trust TV ads

Slide 31: 

5. New technology is increasing TV’s value

Slide 32: 

Two primary themes TV is now technology neutral 89% of On-demand TV is catch-up Watching TV on other devices is almost entirely incremental 2 screening (TV + other digital device) is also a huge positive for TV Connected TVs will increase immediate response to TV ads

Slide 35: 

TV is in great shape TV generates the most profit and for longer TV turbo-charges your other media TV creates fame and trust New technology is enhancing TV’s value Conclusion : TV offers more