Market Summary - Television
Media Update:
Television Marketplace Summary
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Date:
QTR 3 2010
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Sponsor:
Thinkbox
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Hot Topics
Thinkbox hosts a rolling programme of inspirational events, all designed to help people understand how to get the best from TV. Here you can find out what’s coming up next and also view presentations and films from our previous events.
The Winning Formula: TV creativity and effectiveness
Proving the link between creativity and effectiveness is the holy grail of advertising research. The Winning Formula: TV creativity and effectiveness was be held on Wednesday 16 June at the Soho Hotel. The event was devoted to understanding what drives effective TV creativity, and how we can improve our ads’ chances of success. Here you can navigate through to our on-demand version of the event and also find out which of the slides are available for viewing and download.
Closer to Content
Content-led commercial formats are well suited to addressing different objectives from spot advertising. At this morning on 13th May 2010, we heard how brands have created successful extended sponsorship and AFP partnerships and picked up advice on how to approach such projects. We also delved into product placement: regulation, research, the experience in other markets and debated how it should develop amongst the potential stakeholders. All in all, it was an event that was not to be missed, whether you are an advertiser, creative, media, PR or specialist agency, or in TV production. If you weren’t able to come along or you just want to revisit the slides presented on the day, you can do so here.
TV Technology: Boxing Clever
The theme for this free morning event, which was held on Thursday 11 March at the Soho Hotel, was the liberating impact of new TV technologies and what it all means for advertisers. The focus was on the wonders of the multifarious smart boxes which sit in our living rooms, attached to the TV, and which enhance our viewing in so many different ways; boxes which bring flexibility and control to what we watch, on-demand TV, access to online services, interactivity via red and green buttons and soon even the possibility of addressable advertising. A range of experts, including Nigel Walley from Decipher, Olivier Binse from Deloitte, and Sheila Byfield from MindShare, brought the attendees up to date on the very latest technological changes in this area. These experts showed data on trends, gave predictions on how these changes might affect consumer behaviour and explored exciting new possibilities for advertisers. Find out more here.
Online Brands and TV: it’s the business
 It’s now well-proven that TV and the internet have a special relationship, offering consumers the complete journey. Many online brands have used TV brilliantly to drive online response. But TV offers more than just traffic and fame for online brands; it delivers the trust and stature that allows a brand to become a business. This free morning event was held at the Soho Hotel, on Thursday 18th February and condensed the learnings we have from many research studies into how TV and online work together plus some new research into online brands on TV.
TV Together: a very social medium
 Our recent event at the Soho Hotel saw the launch of two brand new pieces of research from Thinkbox. First, we put shared viewing under the microscope to better understand why, how and what we watch together, the impact of technology on the shared experience and how all of this affects the way TV advertising works in our brain. Secondly, we explored the complementary relationship between TV and social media and provided some new insights into how advertisers can harness the ripples from their TV activity in this new space. Here, you can view the content that was presented on the day and download a slide or two if you fancy.
TV Response: the new rules
 At this half day event, that was held on Thursday 8th October 2009 at the Soho Hotel, Thinkbox launched a major new piece of research on how TV response works. The analysis looked at the impact of television on both immediate web response and other short-term response channels. As well as coming up with best practice advice on your TV creative and media planning, the speakers pointed to how to optimize your other media activity to capture the response that TV generates.
7 Killer Facts about TV Advertising
TV will continue to be so central to the future of advertising. Here are 7 reasons why this is so, plus supporting evidence and links.
- TV is the best profit generator
- TV hardwires brand memories
- We’re watching an hour more commercial TV a week than 10 years ago
- TV is the dominant youth medium
- New technologies help people watch more TV – programmes and ads
- TV is the new point of sale
- TV is the most talked about medium
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Key Features & Benefits
 TV is taken so completely for granted that it is possible to overlook its power and potential. A quick reminder:
TV gets brands talked about
When a TV ad ignites people's imaginations, it becomes as much a part of the current culture as any programme. At their very best, TV ads can live far beyond the moment of viewing. The fact that good TV ads are often talked about years after their last appearance indicates the lasting power of television, unmatched by all other media. Recent example is Cadbury's drumming gorilla
TV gives brands stature
Media choice is a crucial element in any communications strategy. To have enough self-assurance to pitch to an audience on TV suggests an absolute faith in what you are talking about. "As seen on TV" reflects a unique pride in TV ads and is key to TV's ability to add value to brands.
TV builds brand awareness quickly
When it comes to coverage and frequency for delivering a message, TV is hard to beat. UK adults watch an average of 3-4 hours of TV every day, and commercial viewing is ever-increasing.
TV can steer a change in brand direction
Brands are in a permanent state of evolution. TV can effectively communicate changes in the dimensions of a brand, from the most subtle to the more fundamental. TV's linear nature means it can lead viewers through persuasive arguments step-by-step.
TV can extend the life of brands
As part of everyone's everyday life, TV can engage audiences with brands over long periods of time. TV can be used to periodically revitalise a brand's appeal, so that it can connect with each new generation of consumers. TV's ability to remind consumers consistently of brand presence cannot be underestimated.
TV can accelerate sales growth
Although TV can achieve long term brand tasks, it is also highly effective for driving sales in the short term. TV's ubiquity and its potential to make an impact several times an evening if necessary can catapult sales.
TV can capture large audiences
Everyone knows this: TV is the biggest, most potent and omnipresent medium. Whilst it is true that in today's multi-channel environment, individual programmes don't deliver the vast audiences they once did, ads can still enjoy huge audiences (at different times and across many channels).
TV is versatile
Whatever a brand's marketing objectives, TV can be proven to deliver in commercially accountable terms. And the fact that TV is constantly innovating in all areas means that there are always new and exciting ways of connecting with people both on air and also by leveraging powerful programme properties through the communication mix in other environments.
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Key Audience Strength
 Everyone watches TV, more or less. Virtually every target audience can be addressed using TV, with forensic precision at one extreme to blanket coverage at the other and everything in between. With over 87% of homes in the UK now digital and therefore receiving 20 or more channels, today's TV provides programmes aimed at every conceivable interest, foible or fascination.
Moreover, because we don't all watch TV in the same way, clever media planning insights can be used to target consumers even better, in a particular mood or viewing environment. i.e. the fragmentation of channels and the increased specialisation of programming content mean that TV is now able to reach as many specialist interest audience groups as can print, radio or online - if not more.
Audiences can be targeted on the basis of:
- where they live
- their retail habits
- their lifestyle, their attitude or their mindset
Whilst some media can deliver numbers, some deliver target audiences, some build cover quickly and some effectively captivate people, only TV can do all of these things powerfully and simultaneously.
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