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 25 hours of TV per week. Even the so-called digital natives – millennials – watch 14 hours of TV / week.
- When are consumers paying attention? Canadians of all ages say they are most likely to pay attention to TV ads, and rate TV the most engaging, influential and trustworthy form of advertising.
- 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.
“Before you can have a share of the market, you must have a share of the mind.”
– Leo Burnett
did you know?
The average TV campaign delivers 323 million impressions. That staggering stat is driven by 1 thing: Lots of Canadians watching lots of TV.
when it comes to time spent, tv dominates
Adults 18+ watch 25 hours of TV each week:
- 21x more than Netflix
- 7x more than YouTube
- 13x more than Facebook
Millennials watch almost 14 hours of TV per week
- 6x more than Netflix
- 2x more than YouTube
- 7x more than Facebook
Millennials watch +499 million hours of TV a month.
A single spot in Big Bang Theory will reach 689,000 Adults 18-34.
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
the majority of reach is achieved through TV
And consumers pay most attention to TV, while they are least likely to watch mobile ads.