Unbeatable scale and reach

TV has unbeatable scale and reach

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TV is enormous, accounting for 40% of the average person’s media day, according to IPA Touchpoints 2017. No other form of advertising can build scale as quickly and powerfully. This is crucial as no-one can truly predict who might end up a customer. Advertising with mass reach builds brand desirability and creates fame, which is the most effective advertising strategy.

The IPA’s ‘Media in Focus’ (2017), by Les Binet and Peter Field, found that:

  • Mass media are crucial to effectiveness. The scale of medium is the primary driver of effectiveness and penetration is three times more likely to be the main driver of business growth and profit compared with loyalty (IPA ‘Media in Focus’, 2017)

Thinkbox’s analysis of video consumption in the UK, using 2017 data from the best industry sources available, including BARB, comScore, Ofcom, IPA Touchpoints, and Rentrak, showed that:

  • TV is the most popular form of video, accounting for 71% of the average person’s video diet
  • YouTube, for example, accounts for 9.1%, and SVOD services like Netflix and Amazon account for 6.4%
  • More importantly for advertisers, TV accounts for 95% of all video advertising that is seen – YouTube, for example, accounts for 0.9%

The Broadcasters’ Audience Research Board’s (BARB) rigorous measurement of TV shows that:

  • The average viewer in the UK watches a total of 3 hours, 38 minutes of TV a day
  • 86% of TV is watched live
  • Commercial TV makes up two thirds of total TV viewing in the UK with the average person watching 2 hours, 17 minutes a day
  • The average UK viewer watches 43 TV ads a day at normal speed (fast-forwarded ads are not included by BARB). This is 3 ads more a day than ten years ago
  • Collectively the UK watches an average of 2.6 billion ads a day
  • An average broadcast TV campaign of 400 TVRs in the UK gets 238 million views
  • Commercial TV reaches 65.9% of the UK population in a day, 90% in a week and 97% in a month

TV-has-unbeatable-scale-and-reach-Slide1TV-has-unbeatable-scale-and-reach-Slide2TV-has-unbeatable-scale-and-reach-Slide3To download slides, click the button at the top of this page.