TV advertising's killer charts: what every marketer should know (10 slide taster deck)

Editor's Notes

• #2 Hello. Welcome to ‘TV advertising’s killer charts’. This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising – and is in fact becoming more effective. If you have any questions about this deck – or would like more information on any topic – please contact us via [email protected].
• #3 Before the killer charts, a quick word about Thinkbox. Thinkbox is the marketing body for commercial TV in the UK, in all its forms – broadcast, on-demand and interactive. We work with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.   Thinkbox’s shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent 99% of commercial TV advertising revenue through their owned and partner TV channels.  Associate Members are RTL Group, Virgin Media, London Live, Norway’s SBS Discovery and Australia’s ThinkTV. Discovery Channel UK, UTV and STV also give direct financial support.   TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences engage with TV advertising, uncovering what the latest technological developments mean, explaining innovative and affordable solutions, and encouraging creativity to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help customers meet their marketing objectives.
• #4 2014 saw the launch of ‘Payback 4: Pathways to Profit’, an independent econometric study by Ebiquity – commissioned by Thinkbox. One of the key findings from the research was that TV remains the most effective form of advertising, generating the most profit pound for pound. The study was an analysis of over 4,500 ad campaigns across 10 advertising sectors between 2008 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor. The study is an update on Ebiquity’s previous effectiveness study for Thinkbox, Payback 3, which was published in 2011.
• #5 ‘Advertising Effectiveness: the long and short of it’ by the IPA demonstrated that TV stands head and shoulders above other media in driving business results.  It adds the greatest number of business effects to a campaign – things such as sales, profit, market share – and, the more business effects, the more commercially successful the campaign will be.
• #6 All TV is video, but not all video is TV. TV is special for its content, its context and its huge appeal. There are lots of different types of video, from linear TV to online video, to subscription VOD services like Netflix, to cinema. TV viewing (live, playback and the Broadcasters’ VOD services) dominates the video viewing of all ages. Younger people have always watched less TV than the average and this generation of 16-24s has a more varied video diet. TV accounts for 65% of their total video viewing compared to the UK average of 81%.   Another part of the reason for this difference in video consumption is the fact that 16-24s are the biggest fans of watching video on new screens, such as tablets and smartphones. 30% of 16-24s’ video viewing is on these devices – double that of the average individual at 15%.
• #7 According to the IPA’s most recent Touchpoints study, TV accounts for 48% of the time people choose to spend with media.
• #8 As with the UK as a whole, the same is true of younger people: according to the IPA’s Touchpoints, TV takes the lion’s share of 15-24s’ chosen media day.
• #9 TV has the greatest reach of all media. No other form of advertising can build scale as quickly and powerfully as TV.
• #10 In 2014, 88% of all TV set viewing was watched live compared to 89% in 2013 (there is no data yet to show what proportion of TV watched on other screens is live-streamed).   Specifically in the 58% of households that own a digital television recorder (DTR), 83% of TV on a TV set in 2014 was watched live compared to 84% in 2013. The level of non-live viewing (i.e. playback and VOD within 7 days on a TV set) seems to be settling around the 15-20% mark.
• #11 Watching TV on other devices is still only a small part of total viewing, but it is on the increase. On average people watch an extra 3 minutes and 30 seconds of TV a day on other devices such as smartphones, tablets and laptops - bringing total viewing to 3hours and 45mins a day.
• #12 Research from the IPA has shown that emotive and famous campaigns generate the largest business effects. Against the important, hard business success metrics of sales and profit, campaigns with emotion and fame outperformed more rational/information led approaches across the board. This was the case even in supposedly highly rational categories.
• #13 Thinkbox’s ‘TV Nation’ work showed that TV ads were by far the most likely to make people feel emotional, and creating an emotional response is incredibly important in advertising.
• #14 If you liked those ten killer slides, you might want to get hold of the Full Deck. It’s packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame. Just click on the link in the slide or visit www.thinkbox.tv/nickable-stuff to get your copy of the slides. Find out more from Thinkbox Whether you are in need of information or inspiration, we’ll keep you up to date: Visit thinkbox.tv Register for our newsletter Download the Thinkbox app Or simply, talk to us