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Television vs. Newspapers
• Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional responses from the viewer.
• The engaging qualities of television allow advertisers to create a long lasting and memorable brand image. • Television has unbeatable scale and reach that reaches audiences quickly and effectively.
consterdine. • TV reaches viewers when they are most receptive to advertising.pdf . Ads in newspapers are strictly visual and do not connect with viewers the same way as TV advertisements do. http://www. The reader of a newspaper must take an active approach to look at advertisements.com/articlefiles/50/mag_ad_effectiveness.Television vs. Guy Consterdine. Source: Magazine Advertising Effectiveness. Newspapers • TV offers not only sight. • TV ads bring the entertainment and brand to the viewer without the viewer needing to make any effort. but also sound and motion.
7 1.5 18.7 22.7 9.4 PMB RTS PPM comScore 19.Television vs.0 18.7 0. 2010 Radio Online Dailies Magazines .3 10.4 na na na 0.6 na na na na na Television Source: Marketing Magazine May 17.5 22.7 4.3 10. Newspapers Cross-media Comparison • Cross study comparison – Weekly hours Adults 25-54 NADbank 25.0 4.0 16.0 22.8 21.
. Source: Sixty Years of Daily Newspaper Circulation Trends. May 6.Television vs. business). • As this information is dispersed through various media outlets. Communic@tions Management Inc. • This package is being picked apart as some media outlets are better than others in delivering certain information that is traditionally found in newspapers. sports. Newspapers • A newspaper is a package of content (ex. so are the migration of newspaper readers which leaves readership declining. weather. 2011 .
Television vs. • Television’s ability to touch senses simultaneously creates an effect that cannot be duplicated by only stimulating an individual sense. Newspapers • Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures. • Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal communication. .
pdf . Source: Magazine Advertising Effectiveness. Guy Consterdine.com/articlefiles/50/mag_ad_effectiveness. Newspapers • Reading a newspaper requires more mental effort than viewing television.consterdine. • Consumers are typically expecting to be entertained rather than made to work. http://www.Television vs. • The process of scanning the pages means having to constantly make decisions with relatively high attention.
Newspaper circulation isn’t keeping up with the rising population. Communic@tions Management Inc.. while the total number of households have actually been increasing.Television vs. May 6. Source: Sixty Years of Daily Newspaper Circulation Trends. USA. and UK since 1990.3 million) to 2010 (4 million). Newspapers • Total daily paid circulation has been declining since 1990 (5. • Total daily paid circulation as a % of households: – 2000: 50% – 2010: 30% • Daily paid circulation has declined with the same consistency in Canada. 2011 .
Newspapers Consumers Surveys • TVB participates in omnibus telephone surveys conducted by BBM Analytics to gauge consumers attitudes towards advertising in all major media and to gain insight into their behaviour with media • Surveys include: • • • • • Perception of Advertising Effectiveness Receptivity to Advertising Screen Preference Media Synergy PVR Impact .Television vs.
2 1.3 6.7 A25-54 13.0 3.7 9.2 Internet Out of home Television Source: BBM Analytics May 2010 Radio Newspaper Magazines . Newspapers Advertising Effectiveness Which ONE media source carries advertising that you believe to be the most Influential? 63.Television vs.
9 9.1 A25-54 7.1 Television Source: BBM Analytics May 2010 Radio Newspaper Magazines Internet Out of home .Television vs. Newspapers Advertising Effectiveness Which ONE media source carries advertising that you believe to be the most Persuasive? 64.9 5.5 7.1 2.
1 3.7 11.0 Internet Out of home Television Source: BBM Analytics May 2010 Radio Newspaper Magazines .9 A25-54 6.2 1. Newspapers Advertising Effectiveness Which ONE media source carries advertising that you believe to be the most Powerful? 66.5 8.Television vs.
6 3. Newspapers Advertising Receptivity In which medium are you most likely to Notice advertising? 55.9 A25-54 16.Television vs.0 11.7 7.4 Internet Out of home Television Source: BBM Analytics June 2010 Radio Newspaper Magazines .2 1.
2 11.9 7.Television vs. Newspapers Advertising Receptivity When are you most Receptive to advertising messages? 42.7 A25-54 13.2 Watching Television Source: BBM Analytics June 2010 Listening to Reading a the Radio Newspaper Reading a Magazines On the Internet Out of home .1 7.1 10.
9 12.3 A25-54 14.3 9. Newspapers Advertising Receptivity When do you pay the most Attention to advertising messages? 42.7 6.4 Watching Television Source: BBM Analytics June 2010 Listening to Reading a the Radio Newspaper Reading a Magazines On the Internet Out of home .Television vs.3 7.
Television vs.7 3.7 4. Newspapers Advertising Receptivity Thinking about your Favourite advertisement.2 A25-54 3.7 Television Source: BBM Analytics June 2010 Radio Newspaper Magazines Internet Out of home .7 7. where did you see it? 68.1 2.
3 Out of home Television Source: BBM Analytics June 2010 Radio .3 Newspaper 0.5 0.8 Magazines Internet 1.2 10. Newspapers Advertising Receptivity Have you ever seen an ad that has made you Laugh or Cry? Where? 83.Television vs.8 2.9 Yes No 7.6 A25-54 88.
. then daily newspaper circulations could fall to a level equivalent to 20-25 percent of households by 2020.Television vs. if the trends of the past 10 years continue for the next 10 years. • Indeed. Communic@tions Management Inc. Source: Sixty Years of Daily Newspaper Circulation Trends. Daily newspapers continue to decline as TV grows stronger and as the internet also grows. 2011 . May 6. Newspapers • The daily newspaper market suffered its first decline due to the initial growth of TV.
Television vs. This compared to only 3. Newspapers • Television commercials account for 10. • TV has the ability to spark a conversation. and advertisers wanting to start lots of conversations quickly have to consider television. • Television is the leader in ad expenditure volume and is the media advertisers entrust the largest share of their media budgets to.3% of all word of mouth conversations in regards to brands. Source: ADMAP November 2010 .6% for ads featured in a newspaper.
TV is in nearly every home.com/vol118/admediums. • You're not assured that every person who gets the newspaper will read your ad.Television vs. Newspapers • Most newspapers don’t cover more than half of their market.powerhomebiz. Source: http://www.htm . or they may simply have skipped the page because there wasn't any interesting news on it. They may not read the section you advertised in. whereas newspaper circulation does not come close to matching the total number of households in Canada.
The paper provides information once consumers decide to buy.com/vol118/admediums.powerhomebiz. including the giant ads run by supermarkets and department stores as well as the ads of your competitors. • Newspaper advertising is passive. Source: http://www. Newspaper advertising thus works mainly for comparing prices. Newspapers • Your ad has to compete against the clutter of other advertisers.htm . as newspapers are usually read once and then discarded.Television vs. but it does not build brand awareness or create product demand. • Expect your ad to have a short shelf life.
Starch Research Services .Television vs. Newspapers Average Adult Page Observation 3% Front Page 42% Observed Did not Observe Business Observed Did not Observe 97% 58% Family 43% Observed Did not Observe Sports 48% Observed Did not Observe 57% 52% Source: “The Daily Newspaper”.
Source: “The Daily Newspaper”. but in fact page observation also varies within each section. Newspapers • The previous slide shows that newspaper readership is fragmented by different sections that are of interest to the reader. Starch Research Services . And out of those 63%. • 63% of readers recall observing a specific advertisement. • Not only does page observation vary from section to section. only 15% actually read most of the advertisement.Television vs.
Television vs. Source: “The Daily Newspaper”. Newspapers In a study conducted by Starch Research Services: • Respondents were shown a specific page and asked if they remembered seeing anything on it. This elementary stage represents those readers who saw anything on the page. • 63% recalled observing the page while 37% did not recall observing anything. • This shows that reading a newspaper is a very selective mental process. Starch Research Services .
and persuasive. – The visual and emotional attributes of TV advertising allow for better retention of information and brand awareness on the part of the consumer. Newspapers • In Summary: – Television is far more effective than newspapers in conveying an advertiser’s message as TV impacts the consumer’s several different senses simultaneously. – Research shows people identify TV as the medium they find to be most effective. engaging. .Television vs.