Media Buyers & Influencers. Key Measures March 2011
Media Buyers & Influencers Key Measures March 2011
Overall… Free To Air TV currently performs well as a medium amongst Media Buyers and Influencers ...
Media Buyers & Influencers Key Measures March 2011
Overall… Free To Air TV currently performs well as a medium amongst Media Buyers and Influencers In particular: Considered the best medium for achieving a range of marketing outcomes
Offers strong and unique benefits around reach and frequency Conveys a sense of campaign scale Plays a vital role in the media mix – improving other media performance
However: Digital and Direct Marketing seen to be more measureable and accountable Stronger future opportunity for Digital, from the perspective of Media Buyers
Free To Air TV Tops Media Buyers’ Perceptions Best Medium In General Free to Air TV
Free to Air TV considered the best medium for achieving a variety of marketing outcomes
55
Digital Media
26 7
Direct marketing 3
Outdoor e.g. billboards Print magazines
2
Print newspapers
2
Pay TV
2
Radio
1
Online newspapers
1 0
Although Digital rates higher among agencies than clients
20
40
60 Percent
Note: Online Magazines and Cinema received zero ratings Base: Total Sample N=88
80
100
Digital Most Accountable & Measureable Perceived Accountability and Measurement of Media Mediums 22 8
Digital media
48
5 10 18
Direct marketing 8
Online newspapers
8
1 10
Free to Air TV 9
Online magazines
48
25
40
25
36
Radio
2
Print magazines
3
36
52
7 1
Print newspapers
1
40
51
7 1
Outdoor e.g. billboards
6
47
30
41
100
11
Whilst lower than Digital, Free to Air TV considered more accountable and measureable than other media
31
41 50
Agencies in general more conscious of measurement tools than clients
11
13 6 1
61 5
Pay TV
18
8 1
42
75
Cinema 5
19
41
38 18
40
14 0
50
100
Percent Don’t know
Base: Total Sample N=88
Below average
Average
Above average
Excellent
Free To Air TV Perceptions
Free To Air TV Best For Awareness & Reach Perception of Free to Air TV’s Offerings Best for building awareness
6 16
Builds reach faster
6 14
Vital role in the communications mix
52 57
7 19
Best for advertising recall
1 14 11
Central to people’s everyday lives
20
Strengthens the performance of other media
43
23
1 14
Best for reaching HH shoppers with children
17
Consumers more likely to engage
1 100
35
10
43
10 10
55
36
50
10
69
26 24 0
Also plays a vital role in the mix, particularly from a client viewpoint
15
52
32
1 9
18
56
1 2 17
Easier to justify due to proven results
24
56
27
Best for launching new products/services
26
9
3 50
100
Percent Don’t know
Base: Total Sample N=88
Below average
Average
Above average
Excellent
Free To Air TV The Best For Building Awareness Agree/Disagree – FTA TV best for building awareness 100
“Great for consistent brand awareness.” Media Director 80
“Quick to drive awareness and reach.” Marketing Director
Percent
60
40
78
“Time-shifted viewing could be detrimental to advertising awareness.” Media Director
20 16 6
0 Net Agree
Base: Total Sample N=88
Neither/nor
Disagree/Don’t know
Free To Air TV Builds Reach Faster Agree/Disagree - FTA TV builds reach faster 100
“Broad reach and its ability to deliver this quickly is its strength.” Media Director
80
“High impact, gaining massive reach quickly.” Media Buyer Percent
60
40
81
“Too mass, difficult to target some specific demo groups.” Brand Manager
20
“Little reach for Gen Y.” 14 6
0 Net Agree
Base: Total Sample N=88
Neither/nor
Disagree/Don’t know
Marketing Director
Free To Air Plays a Vital Role In The Mix Agree/Disagree - FTA TV vital role in the communications mix 100
“Creates size to a campaign and important to the marketing mix” GM Marketing
80
“Good for conveying brand messages and values” MD Agency Percent
60
40
74
20 19 7 0 Net Agree
Base: Total Sample N=88
Neither/nor
Disagree/Don’t know
Free To Air: Best For Ad Recall Agree/Disagree - FTA TV best for advertising recall 100
“Professional i.e. well managed, measured, delivers what is promised.” Marketing Manager
Percent
60
40
53 20 32 15 0 Net Agree
Base: Total Sample N=88
Neither/nor
Disagree/Don’t know
Free To Air: Reaching Household Shoppers Agree/disagree - FTA TV best for reaching HH shoppers with children 100
“Huge penetration of audience reach and frequency - excellent for reaching children under 12.”
80
Strategist - Agency
Percent
60
40 64 20 26 10 0 Net Agree
Base: Total Sample N=88
Neither/nor
Disagree/Don’t know
Free To Air: Although Not Necessarily Engaging Agree/disagree - Consumers more likely to engage with FTA TV 100
80
Percent
60
40
20
36
36
Neither/nor
Disagree/Don’t know
27
0 Net Agree
Base: Total Sample N=88
“Mass engagement - with the right creative.” Media Director
Digital Seen To Offer The Most Future Opportunity Perceived Opportunities to Engage with Media in Next 5 years 100
Digital media Online newspapers
2 16
82
Online magazines
2 1 19
77
27
66
7
Pay TV Direct marketing
2 9
52
Free to Air TV
16
52
36 32
Outdoor e.g. billboard
1 8
70
Radio
1 14
68
17
67
15
1
Cinema
17
Print newspapers 100
20
58
34
Print magazines
53
44
50
0
Greater future opportunity for Free to Air TV than other ‘mass’ media
Less future opportunity seen in print media
8 2 50
100
Percent Don’t know
Base: Total Sample N=88
Less
About the same
More
Think TV Response Think TV are developing responses to the issues raised in this… 1. Address measurement perceptions for Free To Air TV Provide stronger clarity around the strength of measurement tools, particularly for clients Provide evidence around the ability to target younger demographics 2. Work on case studies to provide firmer ROI evidence for Free to Air TV
