Many have been saying in recent years how digital online advertising is king. Is it though? Here’s some handy tidbits of information brands tend to forget about TV advertising and sometimes get mixed up with digital advertising.
Broadcasters are investing in the future
Nevermind the fact that a TV advert still wields power today, UK broadcasters are now creating more avenues for advanced advertising. That includes better interactivity, curated personalisation, targeted audiences, customised genres and interest groups which are driven by first-party data.
TV accounts for three quarters of video viewing
Yup, that’s right. The average person in the UK spends 4 hours (and 37 minutes) per day watching video content. And three quarters of that is purely TV. It’s true. People want quality content and TV programmes are still the clear winners in delivering the highest quality content in video.
Of all video advertising time, TV takes up 94%
To put that into perspective, YouTube only takes up 0.7% of video advertising time for everyone. And only 1.8% for people aged 16-24. TV takes up 90% between 16-24 year olds. And that’s even if its at full screen and with the sound on. Funfact: Netflix accounts for zero. (We’ll talk about that another time).
Not all video ad views are the same
For example, an advert that appears on an HD TV in-between a primetime drama programme is different from an silent ad set to autoplay on a mobile. Also TV guarantees brand safety, giving audiences confidence in the brand and that it adheres to all the necessary consumer compliance rules.
Live TV is the most preferred video option among young people
In the age of YouTube, Instagram & Snapchat, you’d feel as if you may have had to read that subtitle twice. Well, TV accounts for more than half of 16-24’s video consumption (in total). With YouTube however, that only takes up less that a fifth. IPA Touchpoints data shows that this age demographic gets older (duh) and tend to watch more TV and less online content. Especially if there are kids in tow too. So it looks like TV will still resonate strongly with young people after all.
TV is getting more effective
Binet & Field came to the conclusion that tv is the most effective medium and is increasing its dominance. Between 1980-96, adding TV to a campaign led to an average 12% in considerably large business effects. This figure has leapt to 40% during the period of 2008-16 (again, more of this in a post in the near future).
Now be honest, how much of the above is new information to you? I they say TV is dead. Far from it.
Written by: JR
December 20, 2019
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