The Advantages of TV over Radio May 30, 2011. The Advantages of TV over Radio Television sets itself apart from other media with its ability to offer.

The Advantages of TVover Radio

May 30, 2011

The Advantages of TV over Radio

• Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional responses from the viewer.

• The qualities of television allow advertisers to create a long lasting and memorable brand and corporate image.


• Television is considered the most engaging medium over other major media.

• The ability to show products in action can easily introduce new products to consumers.

• Television has built a reputation of prestige and credibility. Thus, enhancing the image of advertisers who use television.

The Advantages of TV over RadioCross-media Comparison

• Cross study comparison – Weekly hours Adults 25-54

Television Radio Online Dailies Magazines

22.0 21.522.4

4.7 4.4

19.0

16.0

9.0

0.7

22.8

18.5 18.3

1.70.6

25.7

10.3 10.7

NADbank PMB RTS PPM comScore

Source: Marketing Magazine May 17, 2010

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The Advantages of TV over RadioCross-media Comparison

• As identified in the previous slide, people spend more time with TV than with radio regardless of which media measurement method was used.

• The most accurate measure is the PPM and it shows that on average A25-54 spend 15.4 more hours per week with TV than with radio.

Source:


• Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures.

• Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal communication.

• Television’s ability to touch people’s senses simultaneously creates a synergistic effect that cannot be duplicated by only stimulating an individual sense.

The Advantages of TV over RadioBiometric 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 that all other media included in the study

The Advantages of TV over RadioBiometric Research

• Radio receives only 33% of the recall and engagement from its audience compared to TV.

The Advantages of TV over RadioConsumers 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

The Advantages of TV over RadioAdvertising Effectiveness

Source: BBM Analytics May 2010

Television Radio Newspaper Magazines Internet Out of home

63.7

6.09.3

3.2

13.7

1.2

A25-54

Which ONE media source carries advertising that you believe to be the most Influential?




64.1

7.99.9

5.5 7.1

2.1

Which ONE media source carries advertising that you believe to be the most Persuasive?




66.9

6.5 8.13.7

11.2

1.0

A25-54

Which ONE media source carries advertising that you believe to be the most Powerful?

The Advantages of TV over RadioAdvertising Receptivity

Source: BBM Analytics June 2010


55.9

11.77.6

3.2

16.0

1.4

A25-54

In which medium are you most likely to Notice advertising?



Watching Television

Listening to the Radio

Reading a Newspaper

Reading a Magazines

On the In-ternet

Out of home

42.7

13.2 11.9

7.1 7.110.2

A25-54

When are you most Receptive to advertising messages?



Watching Television

Listening to the Radio

Reading a Newspaper

Reading a Magazines

On the In-ternet

Out of home

42.3

12.714.9

6.3 7.39.4

A25-54

When do you pay the most Attention to advertising messages?




68.2

3.7 4.72.7

7.13.7

A25-54

Thinking about your Favourite advertisement, where did you see it?




83.6

2.5 0.3 0.8

7.8

1.3

A25-54

Yes No

88.2

10.9

Have you ever seen an ad that has made you Laugh or Cry? Where?

The Advantages of Television over Radio

• According to a study conducted in the U.K. by Thinkbox:

– On average, a £1 million increase in TV investment yielded a £4.5 million increase in sales

– Radio did not produce any significant or conclusive results

– TV delivers its value over a much longer time frame (45% of its total sales effect is delivered after Year One)

Source: Thinkbox 2008


• Television commercials account for 10.3% of all word of mouth conversations in regards to brands. This compared to only 1.6% for ads on the radio.

• 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


Attitudes of adults towards product placement in TV shows

• 24% agree to the statement “After I watch my favourite TV show, I can remember brand name products the characters were using during the show”.

• 22% agree to the statement “To see a character interact with brand name products I use makes the show more real to me”.

• 41% agree to the statement “When I watch TV, I often notice brand name products used as part of the set”.

Source: TV Dimensions 2010


• Most people have the radio on “for noise”. They are usually otherwise engaged with something else while listening, and often are only half listening.

• Radio makes it difficult for the listener to take physical action as a result of the advertising message (ex. Needing to find a pen in response to hearing a phone number or store location)

• Radio is not visual, most people retain information much better when they see it as opposed to just hearing it.

Source: www.access2000.com


• In Summary:– Television is far more effective than radio in conveying an

advertiser’s message as TV impacts the consumer’s several different senses simultaneously.

– As outlined in various studies, people identify TV as the medium they find to be most effective, engaging, and persuasive.

– The visual capabilities of television allow for better retention of information and brand awareness on the part of the consumer.

The Advantages of TV over Radio May 30, 2011. The Advantages of TV over Radio Television sets itself apart from other media with its ability to offer.

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