TV

Internet adspend to overtake TV, study finds

• Posted: July 27, 2015

According to the latest International Ad Forecast from Warc, the internet is expected to overtake TV to become the largest medium for advertising in 2016. Across all key markets, internet adspend is expected to register rapid growth, rising 15.6% to $135.9bn in 2015 and 12.7% to $153.1bn in 2016. At the same time, adspend on TV is expected to fall 0.9% to $144.9bn this year before rebounding with 3.1% growth in 2016. By then, TV adspend across the 12 markets will be worth $149.4bn, or $3.7bn less than adspend devoted to the internet.

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TV Advertising Remains the Most Effective Advertising Medium

• Posted: June 15, 2015

Jason Lynch, writing for Adweek, discusses the findings of a new study by Turner Broadcasting and Horizon Media that shows that TV is still the most effective advertising medium.  The data, which was analyzed by MarketShare, found that TV’s advertising effectiveness between 2009 and 2014 has remained constant, and outperforms digital and offline channels at driving key KPIs, such as sales and new accounts.

 

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What Influences Consumer Purchase Decision? WOM and Paid TV

• Posted: May 21, 2015

Jack Loechner, writing for the Research Brief from The Center for Media Research, discusses Deloitte’s 2015 Digital Democracy Survey, which highlights the influencers of U.S. consumer purchases:

-More than 80% of Americans aged 14+ report that recommendations from friends, family or known acquaintances have a medium or high influence on their purchase decisions.

-Among paid media, television ads still command the broadest influence, according to 65% of respondents.

-Other paid media influencing purchase decisions include: in-theater ads, magazine ads, and newspaper ads.

-Unpaid influencers include: online reviews/recommendations from social media friends and online reviews.

-An endorsement from an online personality is approximately as influential as an endorsement from a celebrity.

 

Understanding the paid and unpaid media influencers of consumer purchase decisions is vital for marketers.

 

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TV is a Major Driver of Social Activity

• Posted: May 11, 2015

Yuyu Chen, writing for ClickZ, discusses a study by ShareThis, “Social TV Research Study.”

TV drives 11 percent of online sharing. On average 16 percent of viewers share ideas, opinions and content about the shows they watch. In terms of the types of programs and platforms with greater sharing:

-Reality programs create the most buzz.

-Streaming services, like Netflix, draw 2.1 times more social engagement than broadcast programs.

-Twitter is especially active during live broadcast time, followed by Facebook and Reddit.

This study also reveals that social activity helps drive TV viewership. Users who click on shared TV-related content are 2.4 times more likely to become viewers.

Social data provides vital insights into audience behaviors, and can increase viewership by current audiences and discovery by new viewers.

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