The document discusses the effectiveness of television (TV) advertising based on facts and case law studies. It argues that TV remains a highly effective medium for creating "fame" and delivering emotional messaging, especially when used as part of an integrated marketing campaign along with other media channels. The document advises agencies to consider TV's proven effectiveness based on data, not rhetoric, to adopt an open "both and" approach that embraces multiple media including TV, and to apply strategies supported by case law studies, such as increased spending on TV ads ("SOV"), to generate greater returns ("SOM") for clients.

1. What should agencies do about TV?

2. 1. 2. 3. Listen to the facts about TV, not the rhetoric Know the case law on TV’s effectiveness Adopt ‘both and’ mindset to benefit clients

3. 1. Listen to the facts about TV, not the rhetoric

4. IPA commissioned The Future Foundation to forecast the media landscape In early ‘noughties’ the pundits were predicting the death of TV and the 30 second spot We believed they were wrong… …so we looked at under-lying trends to provide a fact-based forecast 

5. 10 year forecast for the future Three future scenarios (of many) New segmentation of media

6. Three future scenarios Consumers in charge (permission) Consumer led Media led Media dominates (legislative creep) Current directionof travel Central

7. A new segmentation of the media market ‘Display’ versus ‘Classified’ ‘One way’ versus ‘Two way’ ‘Not named’ versus ‘Named’ ‘Non screen’ versus‘Screen’ Different marketshares, depending on scenario

8. ‘Display’ v ‘Classified’ (inc. ‘Search’)

9. ‘Two way’ v ‘One way’

10. 10 ‘Named’ v ‘Not named’

11. ‘Screen’ v ‘Non screen’

12. Increased share for ‘Classified’ Increased share for ‘Two way’ Increased share for ‘Named’ Increased share for ‘Screen’ Forecast to 2016 We forecasted screen-based communications, aka ‘TV’, were set for considerable growth

13. We were right…

14. Commercial TV impacts up over 44% since 2000 30” equivalent impacts (m) Source: BARB/Infosys/TechEdge Jan-Dec 2000-2010. *BARB panel changed Source: BARB/Infosys/TechEdge Jan-Dec 2000-2010. *BARB panel changed

15. …and for all demographics +22.4% Billions +22.1% +23.6% +10.8% +7.8% Audiences Source: BARB Source: BARB

16. TV still takes the lions’ share of media use Source: Ofcom Digital TV Update Q4 2010 (Published Apr 2011) Source: Touchpoints 3 – Adults Base: All Media use per day

17. 86% of TV viewed live even in DTR homes who view more, so impacts increased (contrary to ‘ad-skipper’ pundits…) Source: BARB 2010 – All digital homes Source: BARB 2010 – All digital homes

18. 2. Know the case law on TV’s effectiveness

19. 30 years of cases to analyse and learn from

20. The number of potential media options and media used has increased dramatically

21. TV used in 92% of winning cases, and with fewest other media

22. Three key reports setting out the ‘case law’

23. Emotional is better than rational in commercial communication ‘Fame’ is the most powerful driver of effectiveness TV most effective medium, leverages others Multi-media (3 or 4) are more effective than 1

24. 0.5% £ market share increase achievedby 10% extra SOV for Nielsen fmcg on av. +0.8% £ share increase achieved by 10% extra SOV by IPA Effectiveness Awards fmcg on av. So +60% effectiveness via excellent strategy, channel planning and creative First time we’ve been able to put a value on quality…

25. Cross-analysis of the Gunn Report and IPA Effectiveness Awards Factor of 11 increase in effectiveness by award-winning creativity The more awards won, the greater the effectiveness: creativity sells (Maybe juries know something about ‘fame’?) Too many creatively awarded campaigns are starved of SOV

26. The state of the art Emotion, ‘fame’, TV+multi-media, extra SOV, award-winning effectiveness and creativity = increased £ SOM

27. 3. Adopt ‘both and’ mindset to benefit clients

28. Beware self-interested cheer-leading Each new media sector is championed by people (and their trade bodies) who believe ‘old media’ are superceded by their exciting new one Journalists love this ‘either or’ story and regurgitate it, pretty much uncritically This has affected, often adversely, the advice agencies give to their clients

29. Embrace the ‘both and’ mindset Media are often additive, not substitutional – hence importance of IPA TouchPoints The audio-visual medium, aka ‘TV’ continues to be the most powerful Has a great effect when leveraging a well-judged media mix ‘TV’ / video in ‘bought’, ‘owned’ and ‘earned’ media is a great driver of the brand story It’s the ‘water’ in the water cooler, both offline and online

30. Summary TV best at creating ‘fame’ and delivering emotional communication TV +3 or 4 bought media (but no limit to ‘owned’ and earned’) proven most effective Increased number of screen-based media platforms and bandwidth means more ‘TV’ SOV v SOM and creativity are crucial

31. What should agencies do about TV? Listen to the facts about TV, not the rhetoric Know the case law on TV’s effectiveness Adopt ‘both and’ mindset to benefit clients