Television Still Riding The Wave As Best Place For Brands To Advertise
Television is still one of the preferred source of entertainment for Aussie audiences, or at least that’s what new research from Deloitte is telling us.
Sitting on par with the internet and social media at 60 per cent, the telly beats out competitors such as radio (15 per cent), reading newspapers (17 per cent) or magazines (eight per cent), going to the movies (25 per cent) and playing video games (24 per cent).
A survey of more than 2000 Aussies showed that we love our TVs so much we spent almost 90 per cent of our time watching broadcast telly on actual TVs over laptops, smart phones and tablets.
“The audience scale and reach of TV advertising continues to be of value to advertisers in spite of – and perhaps because of – the increasingly fragmented media landscape,” the Deloitte report said, adding that 15 million people tune into commercial TV on TV sets every day.
As the survey also points out, there’s no better way for advertisers to hit their key targets than via commercial TV, reaching around 85 per cent of the total audience for both metro and regional, according to OzTAM.
BBM Analytics conducted a survey amongst Canadian consumers to determine the appeal of advertising on different platforms and surprise, surprise, TV dominated at over 40 per cent, with radio in second place at 14 per cent.
Ads on TV are also commanding more attention and are engaging more viewers. Millward Brown’s Ad Reaction study found that Australian multi-screen users pay more attention to the ads they see on a TV than on any other screen, while the silver screen nabs four times more attention that ads on Facebook.
An Ipsos survey of UK consumers found that ads on TV are by far the the most trusted form of advertising. And Nielsen’s recent Trust in Advertising global survey shows TV ads are the most trusted at 63 per cent.
Ipsos found that trust in TV was not only much higher than any other medium, but TV’s trustworthiness is actually increasing – growing 5 per cent since 2012.
And while social media is the latest ‘it’ kid of the digital world, it seems TV hasn’t quite left the building yet. Turns out, 29 per cent of Aussie social media users make comments about TV on their social platforms once or more times a week, proving a boon for brands trying to snag more consumers.
And when people see brands they’re keen on when kicking back watching the telly, viewers are multi-tasking and taking their ad knowledge online. Another study revealed that multi-screen users visit, browse and buy advertised products within moments of seeing a commercial on TV.
Australians are also more inclined to trust and listen to the voices coming out of their TVs, with 63 per cent listing it as an important influencer on purchasing decisions, followed by cinema ads at 47 per cent, and product placement at 46 per cent.
And a survey from the kids over at Nielsen also shows more than six in ten online Australians take action as a result of an ad seen on TV, making TV the most powerful advertising platform to drive a consumer response.
And finally, the best bit of news, the trend isn’t slowing.
According to Ebiquity UK’s highly acclaimed Payback Study, which looked at over 4,500 ad campaigns, found that TV continues to deliver the highest return on investment (ROI) of any form of advertising.
“TV has consistently demonstrated the highest ROI over a 7-year period, during a period of unprecedented economic and technological upheaval and change. TV is continuing to demonstrate its value.”
Please login with linkedin to comment
ADMA Global Forum Advertising Standards Bureau Cannes Lions The Beef Oracle the seven network YouTubeLatest News
Study: Why The Australian Made Green & Gold Kangaroo Remains A Winner
The Australian Made logo has confirmed its international appeal, with new Horizon Consumer Science research finding 97 per cent of overseas consumers have a positive first impression of the iconic green and gold kangaroo. The research, which was carried out in six diverse export markets, found that more than two thirds (70 per cent) of […]
DDB Melbourne Wins Dulux’s Creative
Dulux has appointed DDB Melbourne as its sole creative and strategy agency following a competitive pitch. As a result of the appointment, the agency will lead strategy and creative for Dulux’s Decorative paints and coatings portfolio of brands, including Dulux, British Paints, and Berger. Dulux GM of Marketing, Strategy & Growth, Richard Hansen said: “Previously […]
Heckler Collaborates For OnePlus Nord’s Gray Ash Global Launch
Design and visual effects house Heckler has created the international launch video for global technology brand OnePlus’ newest offering: the OnePlus Nord special edition Gray Ash smartphone.
The Bottle-O Goes Musical In New Brand Campaign Via Channel T
Is it just us or is there a surprising number of booze ads on B&T today? You can almost get cirrhosis just reading.
Sapporo Brings Origins To Life In New Manga-Inspired Campaign Via Cummins&Partners
Alongside ironic T-shirts and thick rimmed spectacles, a love of Manga is essential for any budding agency creative.
Women in Media’s Cara Meade: “Find Clarity When There Is Chaos, Inspire Action Where There Is Lethargy”
Looking for a bit of Monday inspiration? Well, this is an essential read. Or, there's always the pub schnitzel.
“You Don’t Need To Be A Star To Have A Voice” Says Nike In New Voting Campaign
When a pair of trainers cost you 250 bucks it's only fair that Nike repays us with a new ad campaign every second day.
Lawyers Called In As Roxy Jacenko And Candice Warner Fight It Out Over Agency Contract
Oh no! The Roxy-Candice stoush has taken a decidedly ugly turn. Here's hoping Candice can keep control of her bowels.
“Daylight Robbery!” TV Reporter Gets His Phone Stolen During Live Cross
B&T has headlined this "daylight robbery" because, as you'll see, it features a robbery in daylight hours.
Leading Through Change: Why Network 10 Is All In On First Party Data
This includes both a video & stunning views of Sydney Harbour. It could only be bettered by being shat on by a seagull.
“A Weekend At Biden’s!” Presidential Hopeful Gets Hilariously Roasted In Spoof Ad
The presidential race to the bottom appears to have not quite reached the bottom in latest spoof attack ad.
ME Bank’s Candice Ayad: Leaders Of The Future Must Show Empathy, Vulnerability
Candice Ayad has worked with strong, powerful women leaders. But they lacked two fundamental qualities in their leadership, which, she says, will be critical within businesses going forward. The Women in Media Awards, presented by Are Media, are just days away, with the best of Australian media set to be recognised and celebrated for their […]
Independent Media Agencies Of Australia (IMAA) Launches Exclusive ‘Insights And Innovation’ Webinars
The IMAA unveils new ‘insights and innovation’ webinar which ideally will include both insights and innovations.
Three Ways Foxtel Impressed During Its Upfronts
GroupM's Nicola Lewis gives her take on Foxtel. And by that we mean the Upfronts, not its array of cooking programs.
The Five Values For Business Success
Here's a serious business article that hopefully ticks B&T's quota box for serious business articles.
Destination Gold Coast Launches Largest-Ever Tourism Campaign
Destination Gold Coast launches massive new campaign that sadly doesn't include out of control schoolies running amok.
Sunday TV Wrap: NRL Grand Final Pulls 2.1 Million, As The AFL Hits 2.9 Million
All B&T asks is you try and be kind to any Panthers or Cats supporters in the office today. If they bothered to turn up.
Heineken Launches ‘Cheers To All’ Marketing Campaign In Australia
This ad aims to tackle stereotypes in beer ads and it does by using very stereotypical attractive people.
Malcolm Turnbull Signs Petition Calling For A Royal Commission Into News Corp
If there was one thing guaranteed to get you written off by News journos it'd have to be signing a petition against it.
SecondBite Food Rescue Launches First National Campaign
This is not only for a good cause, but it features a cute kid with a bowl of spaghetti on his head. What's not to love?
KitKat Launches New Campaign Encouraging Aussies To ‘Give the Planet a Break’
This new KitKat initiative enables you to not only help save the planet but get fat while doing it.
Is B2B Marketing Missing Its Emotional Touch?
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
Aussie Taxpayers Invested $50M In Failed Streaming Service
Fresh from buying the Australia Post board Cartier watches, the Aussie taxpayer is copping yet another shafting here.
Springfree Trampoline Unveils New TV ‘That’s Why We Got A Springfree’
Who didn't love the backyard trampoline as a kid? And many of us still carry the physical scarring from the adventure.
Women In Media’s Tara O’Keefe: “What Worked Yesterday Doesn’t Today And Certainly Won’t Tomorrow”
Here's some wise words from QMS’ Tara O’Keefe. Yet, not that wise that you'd have to have done chemistry for the HSC.
An “Intellectual Thickshake”: Ben Fordham Rips On Pete Evans, As Pete Viciously Fires Back
B&T's understanding is that Pete Evans is a chef? Why doesn't he pop on the apron and get back to cooking dinner?
Why The ACCC Has Its Eye On iMessage, Facebook Messenger And WhatsApp
Any bartender that served Rod Sims a chardonnay would NOT want to fall short of that line on the glass, that's for sure.
Burger King Trials Reusable Packaging
Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.
Thursday TV Wrap: Gogglebox Takes Top Spot Despite Slight Dip
Gogglebox is almost like a scientific, neurological study into the human condition. Just with more bogans and ad breaks.
Borat Hijacks Landmarks Around The World To Promote Long-Awaited Sequel
Borat promotion comes to Bondi. And even it couldn't find any parking & got charged $9 for a tumeric almond milk latte.
