Academic research supports the case for television

ThinkTV commissioned the Auckland University Business School to undertake an extensive review of worldwide academic journals to help support the case for television advertising.  In particular, to evaluate the research based on questions we know the New Zealand advertising community wants answers to.  It’s no surprise to us that television is still considered the most compelling medium across of variety of measures but what maybe surprising is the extent of academic evidence that supports this.  The questions are listed below with links to the summaries for each topic.

What criteria are marketers using to allocate their budgets across the increasingly complicated media mix?

We know that the media mix is increasingly fragmented with seemingly unlimited options for marketing products, so how do marketers make decisions about where to spend their money?

Read more about budget allocation here.

Is there a consensus amongst marketers over the roles of various media in the modern media mix?

As media synergy becomes the norm, it is essential to know what role television should play in the marketing mix relative to other media.

Read more about Roles of media in the mix here.

How does TV advertising perform in comparison with other media in driving sales?

Read more about TV advertising performance in driving sales here.

 

What is the perception of TV advertising as a communications tool?

What has happened to perceptions over the last five years? Have they improved, stayed the same or got worse?  What’s driving changing perceptions?

Read more about Perception of TV advertising as a communications tool here.

Is there any evidence that including TV advertising in the media mix can deliver better results than without it?

Read more about Results of television in the media mix here.

What is the relationship between television (both programming and advertising) and online social media?

What impact do they have on each other? What are the general perceptions on the use of social media as a communications vehicle and how do these compare with television?

Read more about Television and online here.

Is there a common currency for measuring consumer engagement?

Is there any evidence that Television has more ability to engage than other media?  Have levels of engagement been quantified on TV and/or any other media?  Can social media command the same type of engagement?

Read more about Television and consumer engagement here.

Does television advertising have better recall /awareness (prompted and unprompted) than other media?

Does television advertising have more power to convert awareness into action, for example, a purchase?

Read more about Television advertising and recall here.

What is the relationship between creativity and advertising effectiveness?

Does likeability (one measure of advertising creativity) have a correlation with advertising effectiveness?

Read more about Creativity and effectiveness here.