THE POWER OF TV

WHY TV IS THE BEST PLATFORM

REACH

TV has the highest daily, weekly
and monthly reach of any medium

DEMAND CREATION

TV is a proven demand-driver
for products and services

IMPACT

Quality content, connecting with an engaged audience, produces an emotional connection like no other medium

EFFICIENCY

TV advertising has a proven ROI that
outperforms digital advertising

REACH

TV Has the highest daily, weekly and monthly reach of ANY medium.

Source: Numeris, PPM, Total TV, Mo-Su 2a-2a, Consolidated, All Locations, BY 2015-16 (Aug. 31, 2015-Aug. 28, 2016), A2+

Source: Numeris, PPM, Total Canada, Total TV, Mo-Su 2a-2a, Consolidated, All Locations, BY 2015-16 (Aug. 31, 2015-Aug. 28, 2016).

Adults 18+ spend an average of 28 hours per week watching TV. That’s 9.5 times more than time spent watching Netflix and 15x more than time watching Youtube.

IMPACT

Quality content, connecting with an engaged audience produces an emotional connection like no other medium

TV ADVERTISING MOST NOTICED, INFLUENTIAL

Q1. When are you most likely to notice advertising?

  • Watch on TV 57%
  • Listening to Radio 13%
  • Using Social Network 6%
  • Using Search Engine 7%
  • Watching on Computer 7%
  • Watching on Device 2%
  • Playing on Game Console 0%
  • Other 8%

Q2. When do you pay the most attention to advertising?

  • Watch on TV 51%
  • Listening to Radio 15%
  • Using Social Network 7%
  • Using Search Engine 5%
  • Watching on Computer 5%
  • Watching on Device 1%
  • Playing on Game Console 1%
  • Other 15%

Source: NLogic, omniVU, September 2015

Q3. When do you believe advertising is the most influential?

  • Watch on TV 55%
  • Listening to Radio 9%
  • Using Social Network 7%
  • Using Search Engine 3%
  • Watching on Computer 7%
  • Watching on Device 1%
  • Playing on Game Console 1%
  • Other 17%

– Consumers are most receptive to ads when watching TV –

– They pay the most attention to TV ads –

MOST LIKELY TO WATCH TV ADS

ADULTS 18+

  • TV 71%
  • PC 12%
  • Tablet 7%
  • Phone 3%
  • Don’t Know 6%

Q1. Which of the following types of videos advertising are you most likely to watch?

  • TV 15%
  • PC 24%
  • Tablet 19%
  • Phone 33%
  • Don’t Know 9%

Q2. Which of the following types of video advertising are you least likely to watch?

TV advertising is their favourite type of advertising

BRAND-FOCUSED ADS ON TV

OUTPERFORM DIGITAL ON ATTENTION & CONNECTION

TV ads are the most likely to move people emotionally.

Brand-focused ads on TV capture the viewers attention 23% more than ads viewed on a laptop and 14% more than ads viewed on a mobile device.

The viewer is also more likely to feel an emotional connection after viewing the ad on tv by 34% more than after viewing it on a laptop and 25% more than after viewing the ad on a mobile device.

DEMAND CREATION

TV is a proven demand-driver for products and services

A recent study by the Video Advertising Bureau (VAB) examined 100 companies over the span of 4 years to look at the relationship between TV advertising spending and revenue. The study found that almost all companies that increased spending on TV advertising saw substantial growth in their revenues relative to the marketplace. Results for companies that decreased their TV spending were not nearly as robust. In fact, these companies vastly underperformed the averages of all 100 parent companies studied.

EFFICIENCY

TV advertising has a proven ROI that outperforms digital advertising

TV is still the most effective marketing channel across a wide variety of industries
TV provides up to 7x the return of online, print and radio

TV advertising creates demand by reach and engaging a large market,
driving sales in the most effective and efficient way