In the age of Digital Media, with all its online sources and playback TV, you may think advertising on live TV isn’t the force it once was. Although live TV competes with these different avenues of entertainment, it remains an extremely powerful medium.
The following Thinkbox charts highlight the significant reasons for this and when combined with test budgets that range from £20K to £40K, it is a low risk, manageable and of course accountable strategy. There has never been a better time to test TV. Despite competition from online and other streams of advertising, TV has the lion’s share of ad viewing time with a dominant 95%.
In terms of how adults spend their ‘media day’, no other medium comes close to TV, with TV being over 1/3 of the average adult consumption – this compares to press at 3% and magazines at 1%!
Not only does TV command the top spot in ad viewing time but it is also shown to be the most enjoyed form of advertising. Unlike online ads, which consumers can feel to be intrusive and cold, TV ads are seen as positive and can be more emotive. For this reason avoidance is low and it also means you have far more control over the information you wish to pass on to the consumer – you can’t make them read certain aspects of your ad, or even look at it in the newspaper, but having someone’s attention for 30/60/90 seconds is something that is hard to replicate with any other medium in a positive way.
Finally let’s talk profitability. TV is highly efficient and according to research carried out by Thinkbox it delivers a stronger ROI than all other mediums. One of the reasons TV is so effective is because it has the highest headroom for spend –you can deliver more volume on TV, because of its scale and popularity, before your spend becomes inefficient.
To explore how AJ can take your business to the next level contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.