As media professionals, over the last couple of years, we have witnessed many debates about effectiveness of of the various media channels. One of the most interesting and heated debates is the one about the future of TV. One day you read an article about the end of the 30" commercial, if not of television. The other day you stumble across a survey which claims that TV advertising remains as powerful as ever.
Why do we always talk about TV. Why is nobody telling me that the radio 30" commercial is dead?
I believe there are many reasons for that:
Firstly, in most markets TV is the most important medium in terms of time spent by consumers/audiences and budget invested by advertisers. That makes it the obvious victim.
Secondly, we tend to watch TV on a TV screen, the screen which is now believed to compete with other screens in and around the house. Comparing on line with TV therefore seems more obvious than to compare on line with, say radio.
Thirdly, television is the most recent of the mass media (before the Internet), therefore the only one that has not yet proven it's survival qualities. That alone makes it a easier victim than, let's say, radio.
Fourthly, TV advertising was once the proud symbol of western capitalism and of mass marketing. This makes it the prefect victim for some good 'old school marketing bashing'.
So, whilst we all sit and watch in amusements and witness all those insults, attacks and counter-attacks, we seem to be missing the key point. The question is not about which is stronger, TV or on line. The question is how we as advertisers can make best use of this vast array of contact points that we have at our disposal. How to use them in conjunction. How to make it bigger than the sum of the parts?
What made my mind wander off like that? Yet another survey, which will most probably trigger another debate, about the effectiveness of TV.
I copied an extract from the article. I hope you enjoy the reading and find it useful.
'TV ads still best says new survey
Data sourced from Financial Times; additional content by WARC staff,20 August 2009EDINBURGH:
A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other medium. The survey by Deloittes and online research firm YouGov asked 2,123 people in the UK to name the three advertising media that had 'most impact' and TV was the clear winner with 64%. Next came newspapers on 30% followed by magazines, radio and outdoor. Internet search, which has made huge inroads into the advertising market in the UK and elsewhere, scored just 12% while online display scored 8%. A total of 18% of respondents said they had gone to online video sites to see an ad again.The survey also found that 44% of respondents had researched a product online after seeing a TV ad, while 31% had bought a product in-store with 21% buying online. "TV was rated nearly three times more impactful than the next form of media," said Howard Davies of Deloittes.'
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