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Online most influential medium, but trust levels low
Media in Canada | July 5, 2010 - article, study
The study cited in this article:
"Understanding the role of the internet in the lives of consumers" - A Digital Influence Index. The study was designed by Fleishman-Hillard Digital Research Group and conducted by Harris Interactive. The focus of the study was to provide research which supports the digital transformation of communications.
TVB's insight:
Without a doubt the internet brings value to the lives of consumers due to its great flexibility in providing access to content of all kinds. From a marketing communications perspective, the internet provides consumers with the content they require to satisfy a need. Television's great strength on the other hand is creating that need. The biometric/neuroscientific research conducted by TVB in 2009 clearly demonstrated the effectiveness of television advertising, greater than all other media, for emotionally engaging consumers, delivering a memorable message, and creating a need/want/desire for products and services.
Counterpoints to statements made in the survey/article:
Statement: "The average number of hours Canadians spend watching TV per week is 14.1, while they spend 13.1 hours surfing the net".
Counterpoints:
- The study does not reflect the general Canadian population. It was designed to reflect the "online populations" in each country which participated in the 15-minute online self-reported survey. Population targeting (age, gender, education, region, and internet usage) were weighted to the "online population" not the general population. A total of 4,243 people in China, the U.S., Japan, Canada, Germany, France and the U.K. participated in the survey.
- BBM Canada data reports the average weekly time spent watching television on a per capita basis for the general Canadian population aged 2+ to be 28.0 hours measured by PPM over the first 42 weeks of the of the 2009/10 broadcast year.
- comScore, the company which measures online media usage in Canada, reported average weekly time spent online for the "online population" aged 2+ to be 9.9 hours measured over the 3-months ending January 2010.
Statement: "According to the survey, 27% of Canadian consumers said TV is the most important medium in their lives, while 54% named the internet and 5% named newspapers."
Counterpoints:
- While we no not have statistics as general as the ones stated above, we have recent research clearly demonstrating the dominant place TV has in the lives of Canadians in terms of marketing communications.
- The May 2010 Attitudes Survey conducted by BBM Analytics clearly places Television advertising as the most influential advertising medium as compared to Radio, Newspapers, Magazines, the Internet, and Out of Home. On measures such as Influential, Authoritative, Powerful , Effective, Persuasive, Engaging, and Relevant, television advertising dominates. This survey also highlighted that for most people, TV is also their Main Source for News, and for Local Weather, Traffic and Sports information.
- The June 2010 Ad Receptivity Survey conducted by BBM Analytics places TV advertising as the Most Noticed, advertising to which people are Most Receptive, and advertising to which people pay the Most Attention.
- The August 2009 Media Effectiveness Study conducted by Innerscope Research measured the biometric/neurologic responses people had when exposed to advertising in the context of each medium's environment. Television advertising created a greater emotional response as measured biometrically, and greater next day recall compared to advertising from the same brands as seen/heard in Radio, Newspapers, Online Display or Online Video advertising. The scientific conclusion was that TV provided a more immersive environment for advertising messages, and was much better at creating a need or desire for a product in the minds of consumers resulting in better recall/memory of the advertising.
Young demos still rely on television
According to study results released by MTV Networks International, 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.
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. More
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