We’re always proud to bring you the latest research into the effectiveness of TV advertising.
Because it always bolsters our argument that TV still remains the most effective advertising platform despite the rise of digital.
Our latest article – 5 Top Marketing Experts Predict the Future of TV Advertising – demonstrated that the experts remain readily aware of TV advertising’s importance and, more importantly, the likelihood that it will remain important going forward.
Their arguments aren’t unsupported either.
The latest research from Thinkbox demonstrates why it pays to bet big on TV advertising.
This month, the research centre released their findings for TV viewing figures during 2016 and the key statistics derived from the report should remove any doubts regarding the efficacy of TV as an advertising platform.
The report is a mammoth sixty-six slides long in total, so rather than reporting each and every aspect of it here we’ve summarised the most important facts to take the hard work out of it for you!
If you do want to read the full report, it can be downloaded by following this link.
The key facts from Thinkbox’s TV Viewing Report 2016
- TV accounts for 75% of the daily video intake for all individuals and 56% for 16-24s
- In 2016 we watched on average 3 hours, 32 minutes of linear TV on a TV set per day (live/playback/on-demand within seven days of broadcast) – down 1.9% year on year
- In addition to standard viewing, we watched 12 minutes of other broadcaster content each day: 8 minutes of other ‘non-industry standard’ broadcaster content on our TV sets each day (playback or on-demand viewing broadcast eight or more days before; broadcaster box set / film VOD viewing) and 4 minutes of broadcaster content on other devices
- Commercial viewing accounted for 2 hours, 22 minutes on average each day – a decline of 0.7% year on year
- Weekly TV reach remained broadly stable year on year at 93.8%
- The average viewer watched 45 TV ads on a TV set each day. The top advertisers in 2016 were P&G, Sky, Reckitt Benckiser and BT
- Online businesses are now the heaviest investors in TV”
Breaking down these findings further still, there are some interesting facts that seem to go against the perceived ideas surrounding TV advertising.
For a start, take the fact that TV accounts for 56% of the daily video intake of 16-24 year olds.
This is somewhat of a departure from the often reported view that the younger generation cannot be reached by TV. In fact, it demonstrates exactly the opposite – TV might just be one of the best platforms to reach them on.
The second finding we found quite revealing is the fact that “online businesses are now the heaviest investors in TV”.
Couple this with a finding from another report that online businesses have increased their TV advertising spending 8% year on year over the past few years and you realise that even the digital mavens know where to reach the biggest audience of all.
Once again research demonstrates that TV is not only highly significant, it may just be the most significant advertising platform of all.
Where else can you reach such an eclectic demographic so frequently?
Want friendly and expert advice regarding TV advertising? Get in touch with The Living Room today!