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 – young adults (18-34) – watch 13 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 influential and trustworthy form of video 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.
did you know?
The average TV campaign delivers 331 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 more than 25 hours of TV each week: Time spent with TV continues to far exceed any other platform.
- 5x more than YouTube
- 11x more than Facebook
young adults watch almost 13 hours of TV per week
- 80% more than YouTube
- 6x more than Facebook
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
TV delivered 86% of the reached target: 59% were reached through TV only, and 27% were reached via both TV and digital.
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February 6th, 2019
