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Printable Handouts
Navigable Slide Index
- Introduction
- Conventional wisdom: TV is a dying medium
- Too many myths, not enough data
- "Marketing in the era of accountability"
- Myth 1: people are watching less TV
- McKinsey's 2006 report
- UK TV viewing has not changed in 30 years
- US TV viewing continues to rise
- Myth 2: young people don't watch TV
- Teenagers watch almost as much TV as adults
- Myth 3: TV costs are out of control
- McKinsey's 2006 report - spending is not prices
- Cost of reach now lowest since the 1970s
- TV effectiveness: findings from the dataBANK
- TV is a highly effective medium
- TV is a highly efficient medium
- TV is getting more effective
- So why does TV work so well?
- The importance of broadcast media
- The rise of loyalty marketing
- Behavioural objectives
- Exploding the loyalty myth
- Typical cost per impact for different channels
- The importance of fame
- Wrong targets, wrong metrics
- The power of fame
- More metrics that move - more effective campaign
- Effectiveness of campaigns that aim for fame
- Fame campaigns: broader business success
- Talk value
- The importance of emotion
- Emotional strategies are the most profitable
- Emotional campaigns work in 'rational' categories
- The value of emotion
- Price is the key to profit
- The ultimate "loyalty" measure?
- What about other channels and media?
- TV outperforms print media
- Effectiveness of different media
- Conclusions
- Why TV ads work so well
- Why TV ads are getting more effective
- What about PVRs?
- TV advertising is alive and kicking
- Full data available via warc.com
Topics Covered
- 3 myths about TV advertising
- The effectiveness of TV: findings from the IPA dataBANK
- Why TV works so well
- The importance of broadcast media
- The importance of fame
- The importance of emotion
Talk Citation
Binet, L. (2009, January 28). Is TV a dying medium? [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 7, 2024, from https://doi.org/10.69645/OAFP4095.Export Citation (RIS)