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New Brunswick Pulls Tourism TV Ads to Focus Online
Marketing| July 27, 2010 - article
Statement: "Kim Matthews, director of marketing for the department, said putting the money where the industry will get the most bang for its buck [internet] is the 'responsible' thing to do."
Counterpoints:
1. Reallocating advertising dollars from television to the internet is a highly questionable decision given the amount of time travelers spend watching TV. According to the BBM RTS Spring 2010 survey, Canadians aged 12+ who traveled in the past 3 years spent 23.2 hours watching TV a week, and just 16.6 hours with the internet.
2. Television tourism campaigns have proven to be successful. For example, Travel Michigan's "Pure Michigan" TV spots aired nationally 7,900 times on 15 cable channels in 2009, and they were seen by an estimated 60 million Americans from coast to coast. The campaign motivated 680,000 new trips to Michigan from outside the Great Lakes region, and those visitors spent $250 million at Michigan businesses.
3. The 2010 Attitudes Survey conducted by BBM Analytics in May 2010 found that television is the most influential, persuasive, effective, and powerful advertising medium, outperforming all other media. According to the survey, 59.6% of adults 18+ said that television advertising was the most influential, well ahead of internet (11.9%). Television was also found to be the most persuasive form of advertising (59.8%), outdistancing internet (7.4%).
4. The June 2010 Ad Receptivity Survey conducted by BBM Analytics found that people are more receptive and attentive to television advertising above all other media. The survey further found that 56.9% of adults 18+ said that they are most likely to notice ads on television, compared to just 15.2% for internet.
5. 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 in 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.
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