A new survey by the Television Bureau of Canada (TVB) declares TV to still be the best way to deliver advertising messages to consumers.
BBM Analytics conducted TVB’s 2010 Attitudes Survey in May, polling 1,001 people. According to the results, 59.6% of adults over 18 said television advertising was the most influential, far ahead of newspapers (13.1%), Internet (11.9%), radio (5.7%), magazines (3.8%), and out of home (0.8%).
“Canadians once again have voted for television as the most effective advertising medium, corroborating the results of previous studies,” said Theresa Treutler, president and CEO of TVB.
Television was also found to be the most persuasive form of advertising (59.8%), compared to newspaper (13.1%), Internet (7.4%), radio (7.0%), magazines (5.5%), and out-of-home(1.8%).
Additionally, the survey results report that amongst adults over 18, television had the highest reach of all media (85.7%), with most time spent among users, 23.9 hours per capita weekly, compared to 18.3 hours for radio, 15.9 hours for internet, 2.5 hours for newspaper and 0.8 hours for magazine.
The results may surprise some, given the hype surrounding increased Internet use and marketers shifting ad dollars to the digital domain. For example, an Ipsos Reid poll in March said Canadians spend more than 18 hours a week online, compared with 16.9 hours watching television. Still, it appears the reports of television’s demise have been greatly exaggerated. Earlier this week, Advertising Age reported that PricewaterhouseCoopers projects ad spending on U.S. television will grow to $80.3 billion in 2014 from $62.1 billion in 2009, surpassing its previous high in 2006 of nearly $70 billion.
Meanwhile, Interpublic Group of Cos.’ Magna Global media-research unit sees TV’s share of total media dollars growing to 36.8% in 2015 from 35.5% in 2009.
Full results for the TVB 2010 Attitudes Survey can be found here.
