Posts Tagged tv
eBrand Media Research Brief: TV elevates brand status and perception of quality for young people
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
According to study results released by MTV Networks International, reported by MarketingCharts, television remains the most effective medium for reaching today’s youth, and it also is most efficient for introducing young people to brands and helping to shape their decisions about purchasing. The study finds that one in four young people between ages 12-24 report that they first see or hear of brands or products from TV ads, and 60% claim that TV ads play a role in their brand decisions.
A brand’s appearance on TV elevates its status and gives it an image of quality among youth, the study found. In addition, young people tend to trust TV channels, with the majority of youth reporting they have a favorite channel that they always tune into (80% in US, 73% in UK, 70% in Germany and 88% in India). Japanese youth have much less affiliation to particular TV channel (38%).
Though TV is important to youth in and of itself, it also is one of the most dominant ways of directing youth online, with both TV and Online media becoming increasingly interrelated, says the study. Both media contribute to the pathway to purchase, though the study reveals that brand image matters more on TV, while information and validation matter more Online.
71% of the respondents agree that the internet makes choosing a brand easier, while blogs, review sites and social networking sites are increasingly important in affecting brand decisions. Website reviews are the fourth most important factor for movie decisions (behind friends, TV and cinema ads) and they play an equally important part as official websites when youth are looking to purchase electronic items.
Posted by Tom Polanski in Teen Talk, Trend Tracker on May 13th, 2009
Here’s the ad delivery, retention, and value scoop; magazine vs. TV vs. the web
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
To find the relative effectiveness of ads on television, in magazines, and on the Internet, McPheters & Company used 30-second TV ads, full-page 4-color magazine ads, and Internet banner ads in standard sizes, and employed eye-tracking software to determine if (and how) Internet ads were actually seen by respondents.
Respondents, in 30 minutes with a single medium in a laboratory setting, either watched a choice of sit-coms, read a magazine they selected, or surfed the Internet at will.
At the end of the period they filled out similar surveys that, among other things, asked whether they recalled seeing 4 ads which appeared in the medium they consumed. To establish “over-claiming” they were also asked whether they recalled seeing 4 ads that had not appeared. The adjusted “net” recall resulted in these major findings:
* Within a half hour, magazines effectively delivered more than twice the number of ad impressions as TV and more than 6 times those delivered online
* Though TV doesn’t deliver as many ads per half hour as do magazines, net recall of TV ads was almost twice that of magazine ads
* Magazines had ad recall almost three times that of Internet banner ads
* 85% of Internet ads served appeared on-screen and could be identified by brand
* Among web users, 63% of banner ads were not seen. Respondents’ eyes passed over 37% of the Internet ads and stopped on slightly less than a third
* For Internet ads, almost all net recall could be attributed to ads that were seen
* Internet video ads appeared much less frequently than banner ads, and their exposure skewed heavily towards young men. When they did appear they were twice as likely to be seen as banner ads.
Posted by Tom Polanski in Advertising on April 7th, 2009