So much maligned and yet. The Power of TV advertising for your brand awareness in 2021
What if you considered Television as a potential communication channel for 2021?
Is TV "Old Fashioned"? It turns out that television remains a very impactful broadcast channel with memorization rates far higher than other broadcast channels such as social networks and therefore offers a real complementarity to reinforce, optimize & develop yourcommunication plan.
To convince you of this approach, we share with you the results of 3 international studies ... and, at the end of the article, a review of the latest developments in terms of TV formats and budget ...
Results of 3 international studies
A - First of all, the study carried out by Harris Interactive for the Syndicat National de la Publicité Télévisée (SNPTV), which demonstrates the power and impact of television advertising.
❇ Viewers are more receptive to programmes. and advertising messages on television: the "eye fixation" rate is 87% compared to 51% on YouTube and 68% on Facebook.
B - Also, the results of the study conducted by theMind Insights Instituteon behalf of IP Belgium. Mind Insights is a scientific organisation based in Louvain-la-Neuve, which brings together professors from various universities.
3 main results of the study :
✅ Brand recall is stronger on television
Brand recall is much stronger on TV (42%) than on a news website (32%) and on YouTube (23% when the ad is watched to the end... 0% when the ad has been skipped).
✅ We pay more attention to TV spots
With a rate of 99%, television remains the medium through which the attention paid to an advertising spot is the highest.
This attention drops to 69% when the video is shown on a news site and drops to 51% on a video site such as YouTube.
✅ Advertising is much better accepted on television
Finally, the study notes a notable difference in the "experience" of viewers: they are more than twice as irritated by online advertising as on TV!
C - And finally, the results of another study conducted by French and Australian researchers, to be published in the journal "Drug and Alcohol Review" (the official journal of the Australasian Professional Society on Alcohol and other Drugs (APSAD) on the influence of advertisements for alcohol products.
❇️ Identical conclusion: advertising "images" on Television have an unparalleled power.
Their study suggests that "it (the brand) is more easily accessible in memory, and will be more likely to be considered, when one of the individuals has to make a choice", the researchers point out.
Budget, Format and Segmented Advertising!
The evolution of thematic channels and the emergence of digital media have enabled the development of new formats that allow us to benefit from TV audiences without necessarily investing huge budgets:
- Numerous channels (generalist and also thematic) that allow you to target your audience,
- Many formats are available to be present on the TV channel such as programme sponsoring, thematic webseries, billboards, TV spots ... so many opportunities - to spread your message in a relevant way - adapted to your budget.
Example of a sponsorshipbillboard we produced for Banque Milleis - broadcast on TF1, LCI, Canal+ and C-News; here
⚠️ PLEASE NOTE: Since August 2020 Segmented advertising on television is a reality in France ... Carried by the Minister of Culture, its purpose is to allow a rebalancing of advertising competition between the various web players and TV channels
A very good summary of this new possibility on the E-Marketing.fr website here
LET'S MEET!
Television remains an influential medium for increasing your awareness among a large audience, and it is worth considering it in any effective & impactful communication plan.
Many opportunities are available to be present on the TV channel and we can help you to express yourself on this audiovisual medium and accompany you throughout the process: artistic creation, film making, and also media plan strategy, media buying management and follow-up...
Let's talk about it!
