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TV is the most engaging media

TV is the most engaging media. Source: Nielsen Media Q2 2011-Q1 2012. Media Engagement AP 15+. TV is the most effective media. Econometric modelling undertaken by Ebiquity on behalf of Thinkbox in the UK in 2011 showed that… TV pays back more than any other medium

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TV is the most engaging media

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  1. TV is the most engaging media Source: Nielsen Media Q2 2011-Q1 2012. Media Engagement AP 15+

  2. TV is the most effective media • Econometric modelling undertaken by Ebiquity on behalf of Thinkbox in the UK in 2011 showed that… • TV pays back more than any other medium • Average profit based ROI for campaigns measured is 1.7:1 • The typical profit-based ROI for radio was 1.48:1, while press was on 1.40:1, static online display on 1.06:1 and outdoor on 0.45:1. • TV delivers long term results • Research shows that the sales effect of a TV ad is almost as strong in year two as it is in year one, whereas the effects of other media on sales "fades quite quickly". • On the other side of the ledger, cutting spend on TV can result in a long term revenue loss. • According to previous Thinkboxwork with Data Decisions, there can be a massive effect even if you cut for just one year. In all, brands might take up to six years to recover their position following the cut. • “TV isn't just efficient, it has the scale to be effective. It's the beating heart of the campaign. If it was a drug, they'd have to license it.” • Andrew Challier, a marketing advisor at Ebiquity Source: TV is still king: Analysis from Thinkbox's Payback 3 study - Joseph Clift WARC

  3. TV is the most used media Source: Nielsen Media Q2 2011-Q1 2012. Media Engagement AP 15+

  4. More time is spent with TV than any other media TV21 hours 19 minutes Radio16 hours 18 minutes Online13 hours 47 minutes NewspapersTwo hours, 50 minutes MagazinesOne hour, 37 minutes Source: Roy Morgan, May 2012. AP 14+ base used

  5. In fact, TV and Online are the only media to have shown growth in time spent using over the last five years Source: Roy Morgan, May 2012. AP 14+ base used

  6. TVNZ reaches more people than any other network on a daily, weekly and monthly basis Source: Nielsen TAM, Cume Reach AP 5+, 2011

  7. TVNZ delivers more high rating shows than anyone else • Against 25-54, 49% of all ratings delivered higher than 9 TARPs vs just 8% from TV Works • Against HHS w/kids 0-14, 53% of all ratings delivered higher than 9 TARPs vs just 6% from TV Works • Against AP 18-49, 36% of all ratings delivered higher than 9 TARPs vs just 5% from TV Works Source: Nielsen TAM, Top Programmes in Peak Only, Weeks 25-28 2012

  8. TVNZ’s premium programming delivers a TARP for TARP reach advantage at all levels • Across all TARP bands TVNZ’s 1+ reach is at least 5% and up to 9% higher than TV3, against AP 25-54 Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated

  9. Across all TARP bands TVNZ’s 1+ reach is up to 7% higher than TV3, against HHS with kids 0-14 Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated

  10. Across all TARP bands TVNZ’s 1+ reach is at least 5% and up to 12% higher than TV3, against AP 18-49 Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated

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