I have thought recently that TV was losing its effect. But then along came 2degrees and Rhys Darby. Brilliantly written, perfectly cast, quality execution overall and extremely well retained. The word is on the street and 2degrees has made huge awareness inroads in a very short space of time. This got me thinking... Something has worked? And with a great series of TV ads and a very deficient web site and online campaign... perhaps TV DOES work?
A UK based survey recently concluded that TV is the advertising medium with most impact. Television as a medium offers the most memorable, well retained advertising, according to research commissioned by the organisers of the Edinburgh International Television Festival. The research, which was conducted by pollsters 'YouGov' in close association with professional management consultancy Deloitte, conclusively found that 64% of people who watched television found TV commercials were one of the three media which had the most impact.
The findings will fuel arguments by the commercial TV sector that television advertising remains a powerful marketing medium in the face of the growing popularity of the internet. Tess Alps, CEO of Thinkbox, pointed out that there are more thorough measures of the effectiveness of TV advertising in the market, but added that the research's finding that TV was the most impactful medium confirmed "every piece of evidence" out there.
"I think the reason people are now more conscious of any form of advertising, and part of the reason why TV is so powerful, is because of the internet -- people are better equipped to do something about it immediately. Which is why the combination of TV and online is so powerful."
But TV, like other media, is suffering heavily from a number of factors, including the recession. The consensus amongst TV buyers at media agencies is that ad revenues across commercial TV will fall 16% in the third quarter of 2009 compared with the same period last year. The YouGov/Deloitte research also found that, after TV, newspaper advertising was the second hardest-hitting medium. 30% of those polled credited it as the most impactful medium.
Magazine advertising scored third place in the survey, followed by radio and outdoor. The research also found that 44% of the sample used the internet to research a brand or company after seeing an ad on TV. Yet only 8% of respondents rated internet advertising as high-impact, and just 12% deemed search ads as the most memorable form of advertising. Perhaps this finding reinforces the notion of the internet being an interactive on demand medium. Consumers feel that they can request and research information and entertainment at will, while also having complete control over the advertising. Other mediums which rank higher as effective advertising methods are more intrusive by nature, advertising is therefore more noticable and consumers are more aware they are being advertised to. However a good advert is still a good advert and when noticed is retained, and that is crucial for building brand loyalty.
But, according to the findings, nearly 25% of the 2,000 respondents said that they were impervious to the effects of advertising.
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