TV
TV stays on Top.
Slipstream Issue 1
Peter Field. Commentary by Alex Eyles, AV Senior Manager

It has been proven as one of the most effective channels, but in the context of changing consumption habits, how can this stay on top? In his recent talk at The Future Of TV Advertising event, Peter Field explains that TV is still a dominant driving force for the power of a brand which should not be forgotten. He highlights 3 effectiveness points to TV’s continued success, Attention, Emotion and Trust.
The greater the attention, the higher the memory retention and opportunity for brand building. Higher attention channels enable creative to work more effectively - in fact 65% more effective in uplift in business effects. However, not all channels hold the same attention. A 15 second TV ad reaches 7.5 active attenti-aon seconds compared to YouTube with an average of 5.2 attention seconds and an Instagram story with only 1.7 attention seconds on average. Attention is not lost on the younger generations; if you weight consumption to attention, 70% of time per day goes towards broadcast TV for the 16-34’s. Emotion is a key tool in driving advertising effects.
TV is more heavily used by emotional campaigns through its ability to connect with the audience. It allows the sole focus of the audience, unlike other channels such as social media. The double benefit of high attention media is that when you layer in emotion you receive more attentive seconds Increasing the chances of building retention in the mind of the consumer.
The correlation between trust and profit is also strong. Data analysed by Field showed that trusted campaigns had a higher skew of investment to TV (48% of investment vs 44% investment in non-trusted campaigns). Effects of TV spend peak at 80% where TV starts to decline. If the objective is profit, 50% should be treated as the baseline amount of spend to allocate into TV. Pricing power & market share = profit growth.
So what will help to keep TV on top? We should continue to pay attention to it - use it not as an extension of performance marketing. We should continue to make it enjoyable - with entertaining content and entertaining ads. We should continue to trust it - allowing no fake news, no unfiltered ads. Doing this will defend TV’s unique ability to drive sales, margin and profit.