4 things you may not know about TV advertising
TV advertising is a fantastic way to create brand awareness and lead generation for businesses and brands in both the short and the long term.
Advertising on TV can have many benefits but here are some things about television advertising that not everyone will know about.
1. The reach of TV advertising
Television has always had the power to reach huge audiences, but you may not be aware of just how big these audiences can be. You may be mistaken in believing that fewer people are watching TV these days with the increasing popularity of online, on-demand services, but the truth is that commercial TV viewing has increased by 7% in the last ten years alone.
Commercial TV can reach 71% of people in a single day, 93% within a week and within a month, 98% of people. These stats show that TV advertising is the single biggest advertising medium out there. In 2014, the average TV viewer watched 45 advertisements in one day, meaning that the UK as a whole watched 2.6 billion TV ads in one day. You may have known TV advertising was an impressive medium, but not know just how impressive and effective it is.
2. Youth audiences
You may think that the youth of today spend much of their time online or on games consoles, but this is not the case. TV remains the medium that the young generation spends most of their time with and is the dominant medium for younger audiences. On average, 15-24-year-olds spend 41% of their daily media usage watching TV, and younger viewers are more likely to talk to their peers about what they have seen on TV with 55% of 15-24-year-olds talking to their friends face-to-face about adverts they have seen, and 27% talking about TV ads online, via social networking sites such as Facebook and Twitter.
3. TV and the online world
Something else you may not know about TV advertising is that it is the most talked-about advertising medium, both online and offline. With the advancements of the digital age and the increasing popularity of smartphones and tablets, many people are watching TV whilst also having access to a secondary media screen. This is giving way to increasing online discussions about TV ads on sites such as Twitter, Facebook and YouTube. Twitter says that 40% of its primetime tweets are about items that have been viewed on TV, and research has also shown that more people stay in the room during ad breaks in their programs if they are also accessing secondary media. 82% of people, compared to 72% who weren’t multi-screening, said that they remained watching TV during the adverts.
4. Emotion and advertising
Emotional TV advertisements are much more effective and efficient at creating brand awareness and product sales and television is the most emotional medium out there. One of the most recent examples of an emotional ad is the 2014 Christmas TV ad from Sainsbury’s, depicting the Christmas Day truce during WW1. Creative and emotional TV ad campaigns are 10 times more efficient at delivering business success. Now that’s something that really is worth knowing!
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