Why TV advertising works
The simple reason it works is because Kiwis enjoy watching television. Each and every day nearly 3 million of us spend an average 3 hours and 22 minutes tuned to our favourite shows. Television sets are in 99% of all homes with over half of all households having more than one.
This enduring love affair provides advertisers with a uniquely powerful tool for building brands and selling products.
Television delivers unrivalled reach
Television reached 73% of New Zealanders 5+ every day, and 95% of New Zealanders on a monthly basis in 2010 (Source: Nielsen TAM). See key viewing statistics.
Kiwis spend more time with television than any other media
In 2010 New Zealanders spent an average of 3 hours and 22 minutes of every day watching television.
This is up by 2.5% since 2009 with overall viewing increasing by 19.5% since 2007 (Nielsen TAM). Not only that, but apart from the internet, Television viewing is the only other media that has seen growth in terms of ‘time spent with media’ (Roy Morgan Media Trends, 2010). While Television has seen growth, newspapers, radio and magazines have all seen significant decreases.
Television is measureable and accountable
Every dollar spent on TV advertising can be measured in terms of reach and frequency against key consumer target audiences.
Every hour of every day throughout the year is measured by the Nielsen TAM service.
Currently underway is an expansion of the panel size from 500 to 600 homes, and every person and every television set in each of those homes is measured separately, so a panel of about 1500 people 5+ is polled every day. And they are polled on actual viewing, not recall, which has been shown to have much greater accuracy.
From 16 January 2011, time shifted viewing (or TSV) will come on line, providing even more accountability by television. See TSV background briefing.
Proof that television advertising works
The evidence from advertisers and academic institutions alike is that television advertising remains at the heart of advertising effectiveness. There is now little doubt that it works for brand advertisers and it works for retail advertisers.
Click here to view our library of local and international research findings.
For our library of case studies including winners of the New Zealand Effies as well as internationally acclaimed successes, click here.