Smart Blogs
The Power of TV
Monday, May 12, 2008
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I have discussed New Media vs Old Media before and thought that this time it was more important to show why TV works so well and why we suggest it to so many of our clients.
Watching TV is the most common leisure activity in Australia today. It is the medium where the consumer spends the most attentive time. A number of Roy Morgan surveys report average weekly television viewing time as the highest media – being over 21 ½ hrs per week. (In comparison to Radio at 14 ½ hrs, Internet at 9 ½ hrs and Newspapers at 3 ½ hrs. No wonder TV is commonly referred to as "the king" in advertising.)
Commercial television attracted advertisers from print media and radio from the start. In 1962 – when commercial services were just being introduced to regional markets – commercial television already accounted for almost 15 per cent of advertising expenditure. This rose to 24 per cent in 1965, 28 per cent in 1975, and 33 per cent in 1980. Television’s advertising share has averaged around 35 per cent of advertising revenue since then.
They say that a picture tells a thousand words, and if that true we can only say that a moving picture must tell a million! TV offers the greatest possibility for creative advertising. With a camera, you can take your target audience anywhere, and show them almost anything.
Some advantages of television advertising include
* the power to reach large audiences - usually much larger than the audience your local newspaper or radio station.
* can be a very targeted medium to reach your market when they are most responsive eg. Children can be reached during cartoons, housewives during the daytime soap operas
* has the ability to convey your message with sight, sound and motion, and can demonstrate and give a product or service instant validity and credibility
* TV is a measurable and accountable advertising medium
On a recent Media Buyers Survey Free TV was ranked No.1 for measurability and accountability by Australian Media Buyers, beating Newspaper, radio and even internet.
Not to discount other forms of advertising – as they all have their place. But this just shows the importance that TV advertising still has in our marketplace
