Research: TV Remains Best for Audience Reach
17 Jun, 2015By: Doug McPherson
NEW YORK – New research says TV remains the most effective medium to reach consumers.
David Poltrack, chief research officer of CBS Corp. and president of CBS Vision, told a group at an Advertising Research Foundation event on Monday that among 315 brands across multiple consumer categories, the average target reach of these media campaigns was 67 percent, with the majority of those – at 53 percent – seeing TV ads.
Just 5 percent witnessed digital ads, with 9 percent seeing both TV and digital. Poltrack was quoting data from Nielsen Total Advertising Ratings for 2013-2014.
The results appeared consistent across many categories. For example, in 20 insurance company cross-platform campaigns, the average reach of the target market was 74 percent, with 62 percent seeing only the TV ads, 8 percent witnessing both TV and digital ads, and only 4 percent seeing digital ads. And for 19 auto company campaigns, the average target reach was 60 percent, with the majority seeing TV ads (54 percent); those seeing digital ads were at 2 percent; and 4 percent seeing both TV and digital.
Some 76 consumer packaged goods (CPG) campaigns had an average reach of 59 percent – with TV contributing 51 percent, digital, 3 percent, and 5 percent seeing both TV and digital.
A new study by research company MarketShare examined advertising from major brands from 2009 to 2014 and found that TV ad effectiveness has not changed and outperforms multiple digital and offline channels at generating sales or creating new accounts. The study says premium digital video created by TV programmers also outperformed short-form video from non-premium publishers.
MediaPost News reporter Wayne Friedman says the stats come as some media executives talk about shifting media dollars to digital, a decision that Poltrack argues against.
“It’s clear that reducing commitment to TV advertising does not make sense and can hurt a brand’s performance,” Poltrack says. “If you cut your TV campaign, [you] lose reach, lose business, and lose customers.”
Poltrack isn’t discounting digital completely, since CBS has interests in both. He notes that investing in digital marketing as a supplement to the overall advertising campaign makes sense for most marketers.
“A digital campaign on top of a TV campaign does increase the reach,” says Poltrack. “It does also provide a significant amount of reinforcement for that part of audience that have seen the TV ads … but it’s really supplemental to television and it not a replacement for TV.”