Download The Advantages of TV over Radio

The Advantages of TV Over Magazines
September 2014
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The Advantages of TV Over Magazines
To begin with…

Television sets itself apart from other media with its
ability to offer sight, sound, and motion to generate
emotional responses from the viewer.

The engaging qualities of television allow advertisers to
create a long lasting and memorable brand image.

Television has unbeatable scale and reach that reaches
audiences quickly and effectively.
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The Advantages of TV Over Magazines
Secondly…

Magazines only target specific demographic segments. TV
has the ability to target specific demographics and at the
same time, reach a critical mass of viewers.

In order to reach a similar mass as TV, one would have to
advertise in hundreds of magazines which would not be
cost effective.

TV offers not only sight, but also sound and motion. Ads
in magazines are strictly visual and do not connect with
viewers the same way as TV advertisements do.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Magazines

Since many people casually flip through magazines,
advertisements may only be seen for a fraction of a
second. This can make it difficult for consumers to recall
specific advertisements.

TV reaches viewers when they are most receptive to
advertising.

TV ads bring the entertainment and brand to the viewer
without the viewer needing to make any effort. The
reader of a magazine must take an active approach to
look at advertisements.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Magazines

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 senses simultaneously creates
a synergistic effect that cannot be duplicated by only
stimulating an individual sense.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Magazines

Reading a magazine requires more mental effort than viewing
television.

Consumers are typically expecting to be entertained rather than
made to work.

The process of scanning the pages means having to constantly
make decisions with relatively high attention.

On average, only about 60-70% of all content (ads and editorial)
in a magazine is actually viewed by a reader.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Magazines

Exposure to an advertisement in a magazine is under the
reader’s control, whereas; television viewers may happily
attend to an advertisement for product if the commercial is
entertaining.

TV and magazine ads are stored in memory in different
ways. A TV commercial tends to be held in the mind as a
“story”. With magazine ads, a higher proportion of
memories are stored as information about the product
rather than about the ad itself.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Magazines
Consumer 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
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The Advantages of TV Over Magazines
Cross-media Comparison
Weekly hours Adults 25-54
RTS
PPM
20.6
20.6
0.4
Television Magazine
•
Television
These most recent statistics continue to demonstrate that adults still spend noticeably more time
with television.
Source: BBM RTS Spring 2014; Infosys+ PPM, M-Su 2a-2a, 2014 Broadcast Year
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The Advantages of TV Over Magazines
Most Influential Advertising
Adults 25-54
57.3%
23.1%
4.1%
5.9%
3.8%
2.2%
2.6%
1.0%
Q. Which ONE of the following media carries advertising that you believe to be the most influential?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Magazines
Most Persuasive Advertising
Adults 25-54
50.0%
27.8%
4.3%
6.9%
3.3%
1.9%
2.2%
3.4%
Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Magazines
Most Powerful Advertising
Adults 25-54
50.9%
29.3%
3.9%
7.9%
1.9%
1.9%
2.1%
2.1%
Q. Which ONE of the following media carries advertising that you believe to be the most powerful?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Magazines
Most Authoritative Advertising
Adults 25-54
44.7%
18.5%
18.1%
5.5%
Television
Radio
2.5%
Newspaper
Magazines
1.5%
Internet
Out of home
4.0%
5.2%
Other
Don't know
Q. Which one of the of the following media carries advertising that you believe to be the most authoritative?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Magazines
Most Engaging Advertising
Adults 25-54
54.8%
23.7%
7.1%
Television
Radio
5.6%
Newspaper
4.5%
Magazines
Internet
1.0%
2.4%
1.0%
Out of home
Other
DK/Ref
Q. Which ONE of the following media carries advertising that you believe to be the most engaging?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Magazines
Most Relevant Advertising
Adults 25-54
38.5%
27.4%
12.4%
9.2%
5.5%
1.0%
Television
Radio
Newspaper
Magazine
Internet
Out-of-home
3.3%
2.7%
Other
Don't know
Q. Which ONE of the following media carries advertising that you believe to be the most relevant?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Magazines
Most Effective Advertising
Adults 25-54
49.4%
29.3%
6.4%
7.4%
1.8%
Television
Radio
Newspaper
Magazine
Internet
1.5%
2.5%
1.7%
Out-of-home
Other
Don't know
Q. Which ONE of the following media carries advertising that you believe to be the most effective?
Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014
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The Advantages of TV Over Magazines


The people who saw a magazine ad followed by a TV
commercial, got more out of the commercial:
–
They paid greater attention to the soundtrack, the
visual elements, and the brand name.
–
They also had more thoughts evaluating the brand,
and more thoughts evaluating other aspects of the
commercial.
–
In addition, there was greater brand name recall,
and greater recall and recognition of brand claims.
Evidently print makes television work better.
Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf
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The Advantages of TV Over Magazines
In Summary:

Television is far more effective than magazines in
conveying an advertiser’s message as TV impacts
the consumer’s several different senses
simultaneously.

Research shows people identify TV as the
medium they find to be most effective, engaging,
and persuasive.

The visual and emotional attributes of TV
advertising allow for better retention of
information and brand awareness on the part of
the consumer.
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