You could read for hours and hours about whether or not TV Advertising is useful.
Alongside the rise of digital has come the sceptics, who believe that TV has had its day. These people suggest many reasons for this decline, many of which are listed and dispelled (by fact) in this article.
We’re not short on fact in the industry and new research pops up all the time regarding the effectiveness of TV advertising. Most of which notes that TV is still the most effective way for brands to advertise, so we thought it important to share some such research.
In light of consistent, ill-founded claims, mainly from self-serving institutions, that TV advertising and TV itself is no longer a powerful medium, such unbiased research is crucial to allow you to make an informed decision about spending your advertising budget.
Whilst the rise of digital has confused many people about TV’s place in advertising and the average household, it’s increasingly apparent that digital complements TV and indeed boosts it, rather than being a nail in the coffin.
To clear the air a little bit, we’ve used fact to dispel myth:
Myth One: Commercial TV Is In Decline
Looking at data from January-June 2016 demonstrates that average commercial TV viewing has actually increased by 7 minutes a day in comparison to a decade ago.
Myth Two: Nobody Watches TV
94.2% of the UK population is reached by TV every week. That not only demonstrates TV’s huge reach but also the fact that TV is reaching a diverse range of consumer groups too.
Myth Three: The Younger Generation Don’t Watch TV
Research doesn’t support this, if you include digital TV viewing then you’ll find that Millennial viewing is actually growing and that TV accounts for a whopping 50% of 16-24-year-olds daily content consumption.
As Lisa Heimann, Head of Research at American television network ABC, suggests the younger generation haven’t abandoned TV:
” …the reality is, we just had to go find them on other platforms.”
Myth Four: TV Doesn’t Provide Good ROI
According to research from Thinkbox, there are two things you need to know about TV advertising ROI:
1) Every £1 spent derives an average profit of £1.79
2) For every £1 million spent, you will likely accrue £4.5 million in sales
Myth Five: Facebook has a Super Bowl sized audience everyday
Given Facebook’s huge popularity it wouldn’t surprise me if this was true, but it’s not. The myths inclusion on the list may seem strange but most of the myths regarding TV and TV shows are generated by people competing for their advertising, namely Facebook and Google.
“Facebook CEO Sheryl Sandberg has repeated the phrase “We have the Super Bowl every day on Facebook Mobile” so many times it’s taken as truth in certain circles.” – Forbes Magazine: Three Big Myths About TV and Advertising
A new report revealed the truth behind Sandberg’s statement. Titled Any Given Minute, the study evaluated how Facebook matched up to TV in, you guessed it, any given minute during the day in the USA.
Turns out that Facebook commands an audience of 4 million compared to the Superbowl’s average viewing figure of 95 million.
Based on those stats Facebook would only be the 161st ranked TV show in any given minute in the US, hardly primetime…
If you would like expert advice on planning your TV advertisement please get in touch with The Living Room.