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Ellen Hammett 

New data sheds light on TV's effectiveness across the globe

New data sheds light on TV's effectiveness across the globe

TV broadcasters and trade bodies from around the world have joined together for the first time to release global figures that look to prove TV's effectiveness as an advertising medium.

The Global TV Deck, available from today (21 November), compiles data from an initial 19 countries to give a more robust picture of TV's reach, popularity, resilience, trust, impact, and effectiveness across different regions.

According to the figures, TV reaches approximately 70% of a country's population on a daily basis, 90% in a week and nearly everyone in a month.

On average, it accounts for 90% of the average viewer's video time - with the figure decreasing to 73% for 15-34 year-olds.

In Canada, 36% said TV is the most trustworthy medium, followed by newsbrands (19%), the internet (10%), radio (9%) and out-of-home (5%).

Meanwhile, 49% said the internet is the least trustworthy medium, followed by TV (11%), OOH (8%), newsbrands (3%) and radio (3%).

In the UK, 58% said television is where they are most likely to find advertising that makes them feel emotional in comparison to 9% for both social media and YouTube, 6% for newspapers, 3% for magazines and 1% for outdoor.

Over in Belgium, TV generates almost three times the brand recall of YouTube (42% and 15%, respectively), while in France the traffic of an advertiser's website during a TV campaign increases by 44%.

German research has also shown that, when added to a radio, outdoor or magazine campaign, TV boosts the ROI by +222%, +123% and +112%, respectively.

“Without data, you only have opinions. The vast amount of industry-audited data and transparent figures will allow us to dig deeper than ever before and turn data into valuable insights," said Christian Kurz, Viacom's SVP of global consumer insights.

"This new compilation of relevant research and qualitative data will equip our industry with much needed insights on where to invest for efficient advertising.”

The deck coincides with a new report from UK TV marketing body Thinkbox, which found that TV advertising generates the highest return on investment of any media and is the medium most likely to create advertising-generated profit both in the short-term and the long-term.

According to the study - which has for the first time quantified the total profit generated by different forms of advertising to show what they actually deliver to the bottom line - TV advertising is responsible for 71% of total advertising-generated profit at an average profit ROI over three years of £4.20 for every pound spent.

This is followed by print (which accounts for 18% of total advertising-generated profit), online video (4%), out-of-home (3%), radio (3%), and online display (1%).

However, MediaCom CEO Josh Krichefski said the state of play might be very different a decade from now.

“TV remains one of the most powerful and engaging platforms out there...Yet thanks to the proliferation of smartphones and tablets which have exploded the advertising model online, the TV industry doesn’t quite have the monopoly on advertising it once did," Krichefski said.

"This is in part due to the ever-evolving viewing habits of Generation Z, where those aged 4-15 watch 50 minutes less TV these days than they did in 2010. Clearly traditional TV now faces the double challenge of reaching out to younger audiences, while continuing to create content that appeals to older audiences as well.

"For advertisers, TV remains rich territory but as consumers increasingly watch content on-the-go and online, the world of television could look decidedly different in ten years’ time.”

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