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http://ProductionVideoSeattle.com Brandweek: TV Ads Are Still Effective, If Not More



ARF: TV Ads Are Still Effective, If Not More
By By Kenneth Hein, Brandweek


There have been no shortage of articles questioning the effectiveness of TV ads in the digital age. (Posted by Video Production Seattle) And more than one expert has proclaimed: “the 30-second spot is dead. (Posted by Video Production Seattle)” However, a massive study conducted by The Advertising Research Foundation begs to differ. (Posted by Video Production Seattle)

An analysis of 388 case histories from seven different research agencies found that TV is not only as effective as ever—it is possibly even increasing in effectiveness when it comes to increasing sales. (Posted by Video Production Seattle)

“Marketers need to be more confident in the fact that there are different ways that their brand messages add value to people’s lives. (Posted by Video Production Seattle) [TV ads] help simplify the [buying] decision. (Posted by Video Production Seattle) As people’s lives become more complicated, there is great value to that, said Joel Rubinson,” ARF’s Chief Research Officer (pictured). (Posted by Video Production Seattle) “They want to zone out and watch TV and relax and let the communications wash over them. (Posted by Video Production Seattle) It’s an extension of the brand experience. (Posted by Video Production Seattle)”

Data from Point Logic, for example, found that among 25 touchpoints measured between 2004 and 2007, TV moved from seventh to fourth in terms of people impacted per $1,000 spent. (Posted by Video Production Seattle)

TV was No. (Posted by Video Production Seattle) 1 in terms of raising awareness. (Posted by Video Production Seattle) To create the report, titled Empirical Evidence of TV Advertising Effectiveness, ARF also reviewed research from IRI, ARS, PM Group, Dratfield, Marketing Evolution and Millward Brown/Dynamic Logic. (Posted by Video Production Seattle) The case studies spanned from 1990-2008. (Posted by Video Production Seattle)

Rubinson said, the findings concluded that “units sold numbers increased as a result of increased TV impressions. (Posted by Video Production Seattle) [When you see it] across 388 case histories, I think you’ve got to believe it. (Posted by Video Production Seattle)”


Posted with permission from Copyright. (Posted by Video Production Seattle)com