TV VSOTHER MEDIA

“A new survey commissioned for the annual Edinburgh

International TV Festival reports that:

Source: WARC – quoting a 2009 UK survey by Deloittes and online research firm YouGov

TV advertising is up to three times as effective

as any other medium.”

TV ADVERTISING IS THE MOST LIKELY TO TRANSLATE INTO A SALE

• More people will actually buy something after seeing a TV ad than any other media

Source: Nielsen Media Q3 2008 – Q2 2009, question is asked of all respondents have used that media in the last 7 days

Consumer Action

0.0

10.0

20.0

30.0

40.0

50.0

Actually BuySomething after seeing

TV Ad

Actually BuySomething after seeing

Newspaper Ad

Actually BuySomething after seeingCommunity Paper Ad

Actually BuySomething after

hearing a Radio Ad

TV ADVERTISING CREATES ACTION

• TV Advertising creates action on a multitude of levels

Source: Nielsen Media Q3 2008 – Q2 2009, question is asked of all respondents have used that media in the last 7 days

Consumer Action

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

Talk To SomeoneAbout Advert

Consider BuyingSomething

Decide Where To BuyFrom

Actually BuySomething

TV MOST POPULAR MEDIA, INTERNET OVER TAKES NEWSPAPERS

• Television remains the most accessible media, with 98% of the population having watched TV within a week

• Growing in strength is Internet, which now has more users within a week than Daily Papers

Source: Nielsen Media Q3 2008 – Q2 2009, question is asked of all respondents have used that media in the last 7 days

Media Usage

0.0

20.0

40.0

60.0

80.0

100.0

Watched TVwithin a week

Read amagazine*

Listened to Radiowithin a week

Used the Internetwithin a week

Read a dailypaper within a

week

OPPORTUNITY TO SEE? – RECALL?

• Media metrics can only measure the opportunity to see – they don’t measure the creative take out

• Ask yourself…

What is your favourite

• Radio Ad?

• Newspaper ad?

• Magazine ad?

• TV ad?

• Most people when asked will think of a lot more TV ads than any other media

• TV is more memorable and is remembered longer as it combines both visual and audio

TV REACHES MORE PEOPLE THAN NEWSPAPERS

• TV delivers consistently higher levels of reach than newspapers, across ALL age groups

Source: Newspapers; Nielsen Media Q3 2008 – Q2 2009, any daily paper all 6 publishing days selected, TV; AGB NMR, WC 27 September 2009

Media Reach by Age Group

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

AP10-19 AP20-29 AP30-39 AP40-49 AP50-59 AP60-74 AP75+

Daily Paper Weekly Reach FTA TV Weekly Reach