More than any other medium, TV advertising engages people. The potent mix of sound, visuals and core marketing message demands a response, triggering word-of-mouth interaction and heightening brand visibility in a connected world of insatiable media consumers. What’s more, TV supplies businesses with the prestige and reputation needed to grow in competitive markets; consumers are more likely to trust – and thus engage – with a brand that demonstrates its ambition and selling points through TV advertising.
It’s this engagement that makes TV advertising such an effective avenue for businesses seeking an upsurge in sales, and with TV costs at a ten-year low, the considerable benefits of this most fame-building of mediums are now available to any business of any size.
- Commercial TV reaches 92.8% of the adult population every week, a figure that has remained stable for the past five years.
- The average UK TV viewer watches 2 hours 23 minutes of commercial TV every day – that;’s the equivalent of 45 TV adverts.
- The small screen makes up 48% of the average UK adult’s daily media consumption. It accounts for 41.3% of a typical 15-24 year-old’s media over a 24-hour period.
- TV is responsible for 51% of all marketing-led conversation, and the most social engagement, with 44% of all media-driven Facebook activity now emanating from TV content.
- 58% of UK adults list TV as the advertising medium that is most likely to get them talking offline.
- 77% said TV advertising was the medium most likely to provoke an emotional response. The next closest rivals are radio and press, both of which tally 8%.
- During peak viewing hours, 74% of smartphone users claim to engage with another device whilst watching TV.
- 13% of media-driven direct web visits, 14% of affiliate referrals, 15% of response from display advertising and 17% of paid search can be attributed to TV advertising as the root source of engagement.
- Multi-screening has been shown to have little impact on ad recall, with those who engage with other devices during an ad break still able to recall an average of two commercials from the last fifteen minutes – a figure that sits above the average.