Published: June 2015
TV advertising’s killer charts
What every marketer should know
Taster Deck
10 nickable charts
With notes
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Main shareholders
Associates & supporters
TV advertising is the best profit generator
Payback 4 (2011-2014)
£2.00
2008-2011
£1.80
£1.60
Profit ROI
£1.40
£1.20
£1.00
£0.80
£1.79
£1.52
£1.48
£0.60
£0.91
£0.40
£0.20
£0.37
£0.00
TV
Radio
Source: Payback 4, 2008-2011 & 2011-2014, Ebiquity
Press
Online Display
Out of Home
Increase in no. of business effects
TV gives the best business results
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Source: ‘Advertising Effectiveness: the long and short of it’, 2013, IPA
TV dominates the world of video
All Individuals
3.5%
Average video time per day
4.5%
All Individuals: 4hrs, 20 mins
4.6%
16-24s
0.4%
16-24s: 3hrs, 30 mins
2.2%
7.5%
3.8%
6.9%
3.0%
6.6%
1.0%
YouTube
3.7%
48.8%
9.1%
Other online video
10.9%
Online 'adult' video
Cinema
6.9%
67.1%
9.5%
Subscription VOD
DVD
Broadcaster VOD
Playback TV
Live TV
Source: BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 5 / Rentrak, 2014
TV accounts for nearly half of people’s chosen media day
Adults 15+
•
Radio 21.2%
Cinema 0.4%
Magazines 0.6%
Newspapers 3.9%
TV 48.0%
Other online activity 1.3%
Online games 1.1%
Video clips/movies/music online 1.9%
Online buying/product info/banking 1.6%
Online browsing/info seeking 4.6%
Internet for work 3.7%
Email 5.6%
Social networking/messaging
6.2%
Includes only media which people choose to consume (i.e. excludes out of home)
Source: Touchpoints 5, 2014, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption
TV, radio, newspaper &
magazine figures include
online/app consumption
TV accounts for over 40% of 15-24s chosen media day
Adults 15-24
Cinema 1.0%
Magazines 0.4%
Newspapers 1.4%
Other online activity 1.5%
Online games 1.8%
•
Radio 13.1%
TV, radio, newspaper &
magazine figures include
consumption via internet/apps
Video clips/movies/music online 6.3%
TV 41.3%
Online buying/product info/banking 1.8%
Online browsing/info seeking 7.4%
Internet for work 3.2%
Email 5.4%
Social networking/
messaging 15.7%
Includes only media which people choose to consume (i.e. excludes out of home)
Source: Touchpoints 5, 2014, IPA. Base: adults 15-24. TV, radio, newspaper & magazine figures include online/app consumption
TV has extremely high daily, weekly and monthly reach
Commercial TV reaches
71.4% of the population in a day
92.8% of the population in a week
98.2% of the population in a month
Source: BARB, 2014, individuals, reach 1min+
The majority of TV viewing is live
Individuals
Live
Individuals with digital recorders (DTRs)
Viewed on the same day as live (VOSDAL)
Time-shifted viewing within 7 days
6%
9%
6%
8%
Individuals with DTRs
Individuals
88%
Source: BARB, 2014. Base: individuals & individuals in DTR homes
83%
Viewing on other devices is small, but on the increase
3 hours
52 mins
No. of hours of TV viewed per day
4.00
3 mins
3 hours
44 mins
30 secs
3 mins
30 secs
3.50
3.00
2.50
2 hours
33 mins
2 hours
25 mins
2.00
TV (streamed & ondemand) viewed on
other devices
Commercial Linear
TV
1.50
1.00
0.50
1 hour
19 mins
1 hour
16 mins
Non-Commercial
Linear TV
1 hour
18 mins
0.00
2013
Source: BARB, 2014, and UK broadcaster data. Base: individuals
2014
Fame and emotion generate the most sales and profit
Emotive campaigns or ads which achieved fame 50% more likely to gain large business effects
Fame
70%
60%
58%
Emotive
Informative
50%
39%
40%
Persuasive
30%
20%
10%
0%
Sales
Source: ‘Marketing in the Era of Accountability’, 2007, IPA
Profit
TV ads evoke emotion more than ads in other media
77% claim TV ads are most likely to make them laugh/cry/feel emotional
77%
TV
8%
8%
6%
6%
Radio
Papers
Mags
Internet
Source: TV Nation, 2014, Ipsos MediaCT/Thinkbox. Base: all adults 15+.
TV advertising’s killer charts
What every marketer should know
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44 nickable charts
With notes
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