Why Advertisers Choose Television As Their Medium Of Choice?
What Do Advertisers Want?
- Television advertising, without question, is the most influential and compelling form of commercial communication available to advertisers on a market. In Canada, it reaches virtually every home.
- Unlike competing media, Television uses visuals, sound and motion to generate emotional responses.
- New products are introduced to consumers in working conditions or action. Therefore, advertisers can generate trust and excitement that cannot be created as well through any other medium.
- Audiences are far more receptive to television advertising than to advertising from newspapers, radio, magazines, or out of home.
- Television is the most effective form of advertising that triggers consumers' interest, need, or desire for products and services.
- Service Offers, Product Placement and In-content Brand Exposure in TV programming continue to be a stable media platform for many marketers.
How Much Time Do Canadians Spend Watching TV?
- To reach their target.
- To stand out from the abundance of advertising messages received every day.
- To communicate effectively.
- To sell product.
It depends on the demographic group. According to the Television Bureau of Canada, Canadians aged 2+ spend an average of 29.0 hours per week watching television on a per capita basis.
Which Commercial Length Is The Most Popular?
A 15-second ad can be edited to be more effective. Based on Nielsen NeuroFocus testing of both original :30 TV spots and the EEG-optimized :15s, here's what we see:
What length of commercial should I use?
- 90 percent of neuroscience optimized :15 ads test just as well as their :30 counterparts
- A significant number of optimized :15 ads actually test better than their :30 counterparts
It really comes down to your campaign's objectives. Shorter spots can still convey effective brand messages and are a good way to efficiently extend your reach. Longer spots are better suited for more complex brand messages and provide more time to tell a story and build persuasion. They enjoy higher recall but their cost is naturally higher. Thirty-second spots are the happy middle ground. They allow enough time to tell a brand story and are less expensive than ads 60-seconds and longer in length than their 15-second counterparts. They are great for brand-building and humorous campaigns and are recalled at 75%-80% of their 60-second counterparts.
Program Environment - The Importance of Engaging TV Shows to Ad Success
It's been understood that better ads yield better results, but two new studies by Nielsen prove that better programs have a significant impact on ad performance and sales.
A study of more than 70,000 TV ads (and more than three million ad placements) found a strong relationship between the intensity of a viewer's engagement with program content and their next-day ability to also remember the content of ads aired during the program. The study found that for every 2 percentage point improvement in a viewer's program engagement - how well people remember what happened in a TV show they watched the prior evening - advertisers can (on average) expect a 1 percentage point improvement in sustained ad memorability.
Further connecting the dots between program engagement, ad performance and sales, a recent study of consumer packaged goods (CPG) ads from more than 25 different product categories found that the percentage of consumers with sustained/next day memory of an ad is a strong lead-indicator of the ad's in-market sales impact, as measured by marketing mix modeling. Not surprisingly, when other factors are taken out of the equation, more memorable ads drive more incremental volume.
The study also found that:
Only through countless studies over the years - and across thousands of ads and millions of ad placements - has the correlation been proven and re-proven.
- Creative is still king: In most cases, very good ads will be memorable regardless of the show in which they appear. While the quality and engagement of a program can boost an ad's performance, bad ads will still be trumped by the best ads, even if they run in the most engaging program.
- Not all program engagement is equal: Because people watch TV differently during the day, the relationship between program engagement and ad memorability is different than it would be during primetime. Likewise, the relationship changes by genre, type of ad, and type of network. For example, NBC's "Parenthood," FOX's "The Following," CBS' "Elementary," ABC's "Revenge" and The CW's "Arrow" were all found to be highly engaging primetime dramas.