power of tv in an attention economy

TV’s unparalleled reach and strong viewer connection make it the most impactful and efficient advertising medium. This report covers all the proof points to support that statement, including:

• Where are consumers spending time? Canadians watch over 20 hours of TV per week. Even the so-called digital natives –  young adults (18-34) – watch almost 9 hours of TV / week.
• When are consumers paying attention? The majority of Canadians say they are most likely to pay attention to TV advertising; they also vote TV advertising the most memorable, the most trustworthy, and most likely to drive purchases.
• What will drive business results? Countless econometric models prove that TV advertising has the highest efficiency of all media. Furthermore, a reduction in TV spend not only negatively impacts sales, but the efficiency of every other medium you use.

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did you know?

The average TV campaign delivers 342 million impressions. That staggering stat is driven by 1 thing: Lots of Canadians watching lots of TV.

Marketing activities only build mental availability in the audience they reach. This makes planning for reach the foundation of any sound media strategy.

 

– Byron Sharp, author, How Brands Grow

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power of tv