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76 Million Reasons to Love TV Contents 76 million reasons to love TV Contents Why read this?.............................................................04 If you read one bit, read this........................................06 TV is everywhere, premium quality, liked and trusted .........................................................08 How do we TV? .............................................................10 Aim wide ......................................................................12 The true value of TV .....................................................14 The 3 rules of effective advertising .............................16 How to be a prize-winning attention seeker. ..............18 Get with the programmes. ..........................................20 Case Study: Domain and The Block ............................22 Case Study: Heinz and AFL. ........................................24 Case Study: Rexona and Fox Sports ............................26 Case Study: Holden and Australian Survivor ..............28 What makes BVOD so special? ...................................30 Measuring video ..........................................................32 TV advertisers can have it all ......................................34 Talk to us .....................................................................36 Grand Designs Australia, Lifestyle. 04 05 Why read this? It’s a fair question. You’re undoubtedly busy and there is that unopened article on how AI is going to revolutionise advertising and steal all our jobs eyeing you from your inbox. 01 We think you’ll find this digest to be useful because it tackles some of the most pressing topics in advertising 02 today: things like attention, viewability, measurability, transparency and most importantly, effectiveness. This booklet puts context around the hyperbole, busts some media myths, and contains a few facts that may surprise you (did you know that an average broadcast TV campaign of 400 TARPs gets 76 million views?). While it’s true that our world revolves around TV, we only ever present thorough, evidence-based facts. We understand that you need to make informed and effective decisions, and that is only possible when you have all the information at your fingertips. Since we launched in July 2016, ThinkTV has 03 commissioned a feast of independent research by globally- renowned marketing academics and media experts. The 04 05 findings are rich with data and insights. This booklet aims to provide bite-sized and delicious morsels of all the key findings – plus some tasty bonus bits. We hope you find it a useful digest – or at least a nice starter before you tuck into that scary report on AI. 01 Wentworth, Showcase. 02 The Bachelorette Australia, Network Ten. 03 My Kitchen Rules, Seven Network. 04 Australian Ninja Warrior, Nine. 05 Wanted, Seven Network. 06 07 03 If you read one bit, read this We know you don’t always have time to languish in the details. So if you’ve only got a few minutes, read this. 01 02 TV IS AN EXPERIENCE – AVAILABLE WE’VE ALL HEARD OF SVOD BUT DON’T TV REACHES MORE PEOPLE FASTER THAN TV MAKES MARKETERS MORE MONEY NOT ALL VIDEO AD VIEWS ARE EQUAL TV IS RELIABLE ANYWHERE, ANYTIME FORGET BVOD ANY OTHER MEDIUM Ask any CFO and they will tell you that return If your ad can’t be seen then it won’t have an Media channels are under the microscope Watching your favourite show on a big Aussie’s viewing of Broadcaster Video-On- There was a time when broadcast TV and on investment (ROI) is all they want to know impact, right? That may seem like a blinding – and rightly so. Tough questions are being screen from the comfy couch in the living Demand (BVOD) content on other screens cinema were pretty much the only video about advertising effectiveness. So we asked flash of the obvious, but we commissioned asked about everything from brand safety to room is still the preferred way to watch is growing like crazy. It’s up 42% year on advertising for brands. Now there are lots Ebiquity to get you some crib notes. Their a team of PhDs to do the research anyway. audience measurement. TV audiences have video, because it is heaven isn’t it? But year with more than 325 million minutes of new kids on the block, including new Payback study showed that on average, The results showed that for advertising, been independently measured and audited sometimes you’re not at home, or someone viewed each week. That’s the equivalent to forms of TV. Yet TV remains the fastest $1 invested in TV pays back $4.13 in sales attention equals sales. TV commands more for 17 years and commercial broadcasters else has baggsed the Big Tellie, and if that the combined time that 29,000 Hipsters in way to reach a mass audience and make revenue across key advertisers from four of attention, which means a stronger sales in Australia lean in to any and all scrutiny. happens there are more ways to watch TV Kombi vans spent looking for parking at the your brand famous in a way that cannot be the economy’s biggest sectors – Finance, result from TV advertising than all other TV is transparent and has strong brand than ever before. (See page 10 for more). beach last summer. (See page 28 for more). matched by any other media. (See page 12 FMCG, Automotive and E-Commerce. (See video platforms. Why? Because TV ads are safety controls: all programming and to find out more). page 14 to find out more). shown in all their glory and they take up advertising content must meet broadcast 100% of the screen. It’s a no brainer. (See guidelines set by the ACMA which are 01 Home And Away, Seven Network. 02 True Story With Hamish And Andy, Nine. page 16, 18 and 20 to find out more). enforceable by law. (See page 30 for more). 03 MasterChef Australia, Network Ten. 08 09 AVERAGE MONTHLY TIME SPENT AUSTRALIANS TRUST TV TV is everywhere, premium IN FRONT OF THE TV SCREEN ADVERTISING THE MOST In which, if any, of the following places are you most likely to find advertising that... YOU TRUST quality, liked and trusted TOTAL USE OF THE TV 0200-2600 SET - Monthly average (hh:mm) All TV is video, but not all video is TV. TV is unique for its content, TV its huge appeal and its ability to bring people together. NEWSPAPERS Total TV Screen Use 113:03:00 RADIO Total Broadcast TV 81:25:00 SOCIAL MEDIA Watching Live TV 72:21:00 WEBSITES ONLINE SEARCH PAGES TV BRINGS PEOPLE TOGETHER for brands. It is important to distinguish the relationship viewers have with it. Watching Playback to 7 days 7:25 Can you imagine what newspapers or social the different contexts within which video Commercial broadcasters invested $2.4 media would look like if TV didn’t exist? It’s is consumed and what advertising it rubs billion creating local content in 2016, and YOU TUBE easy to forget that almost 9 out of 10 people shoulders with. all of the top 25 rated programmes in 2017 Watching Playback 8-28 days 1:39 watch broadcast TV every week. TV enriches were produced locally. It is the creative OUTDOOR our lives with humour, cultural reference TV across all platforms swims in the fruits of that investment that produce a points and shared joys and sorrows. Some trusted, high quality end of the video quality environment for advertising, and Other TV Screen Use 31:38:00 MAGAZINES say the water cooler has been replaced pool but there are wild variations in the it’s the advertising revenue that enables by social media, but regardless of venue, context for other types of video advertising. the investment in content. It’s like a lovely 0% 05% 10% 15% 20% 25% 30% 35% 40% 45% imagine the colour our conversations would Unlike some of the biggest online-only virtuous circle. Source: OzTAM, Australian Video Viewing Report Quarter 2, 2017 % OF SAMPLE lack without TV? Not happy, Jan. platforms – where user-generated content Source: ThinkTV AdNation Study, April 2017 dominates – TV is not about videos of cats EMOTIONAL CONNECTION EQUALS TV HAS UNBEATABLE REACH VELOCITY on skates, it’s premium quality content that SALES IMPACT There are lots of alternatives to TV and yet is professionally produced and curated. TV advertisers have learned a thing or 70 Australians watch 2 hours and 41 mins of two about high quality content – it’s why live and playback TV on in-home TV sets AUSTRALIANS LIKE AND TRUST they spend so much time crafting ads that TV REACH CURVE 60 each day, which is equivalent to 81 hours TV ADVERTISING resonate with their audiences. per month. A single spot in a tent-pole The 2017 AdNation Study found that TV A 400 TARP campaign will 50 programme can reach more than a million advertising is the most liked form of Research from The Benchmark Series generate around 60% reach people in under a minute, and an average advertising: it’s also the most trusted, the shows that they are right on the money. 40 TV campaign of 400 TARPs can reach almost most memorable, and the one most likely TV ads that generate a strong emotional 1+ 2+ 30 60% of the population in a fortnight. to generate an emotional response. TV is reaction – irrespective of whether or not 3+ (%) Reach 4+ Nothing compares to the reach velocity of the most likely place to find advertising the reaction is positive or negative – attract 5+ 20 broadcast TV. that draws attention to a brand, product or 16% more attention than ads which elicit 6+ 7+ service you haven’t heard of. weak reactions. And attention translates 8+ 10 9+ TV CONTENT PROVIDES THE HIGHEST into sales: products with ads that generate 10+ QUALITY ENVIRONMENT FOR ADVERTISING AUSTRALIANS LOVE LOCAL CONTENT a strong emotional response are 30% more 0 50 100 150 200 250 300 350 400 Our reputations are made and lost by the TV provides fantastic context for advertising likely to be chosen by consumers than ads company we keep, and it’s no different because of its high quality content and that generate a weak response.
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