Media Buyers & Influencers. Key Measures March 2011
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1 Media Buyers & Influencers Key Measures March
2 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
3 Free To Air TV Tops Media Buyers Perceptions Best Medium In General Free to Air TV Digital Media Direct marketing Outdoor e.g. billboards Free to Air TV considered the best medium for achieving a variety of marketing outcomes Print magazines Print newspapers 2 2 Although Digital rates higher among agencies than clients Pay TV 2 Radio Online newspapers 6 Percent Note: Online Magazines and Cinema received zero ratings
4 Digital Most Accountable & Measureable Perceived Accountability and Measurement of Media Mediums Digital media Direct marketing Online newspapers Free to Air TV Online magazines Radio Print magazines Print newspapers Outdoor e.g. billboards Agencies in general more conscious of measurement tools than clients Whilst lower than Digital, Free to Air TV considered more accountable and measureable than other media Cinema Pay TV Percent Don t Below average Average Above average Excellent
5 Free To Air TV Perceptions
6 Free To Air TV Best For Awareness & Reach Perception of Free to Air TV s Offerings Best for building awareness Builds reach faster Vital role in the communications mix Best for advertising recall Best for launching new products/services Central to people s everyday lives Also plays a vital role in the mix, particularly from a client viewpoint Strengthens the performance of other media Easier to justify due to proven results Best for reaching HH shoppers with children Consumers more likely to engage Percent Don t Below average Average Above average Excellent
7 Free To Air TV The Best For Building Awareness Agree/Disagree FTA TV best for building awareness Great for consistent brand awareness. Media Director Quick to drive awareness and reach. Marketing Director Time-shifted viewing could be detrimental to advertising awareness. Media Director
8 Free To Air TV Builds Reach Faster Agree/Disagree - FTA TV builds reach faster 6 Broad reach and its ability to deliver this quickly is its strength. Media Director High impact, gaining massive reach quickly. Media Buyer Too mass, difficult to target some specific demo groups. Brand Manager Little reach for Gen Y. Marketing Director
9 Free To Air Plays a Vital Role In The Mix Agree/Disagree - FTA TV vital role in the communications mix 6 Creates size to a campaign and important to the marketing mix GM Marketing Good for conveying brand messages and values MD Agency
10 Free To Air: Best For Ad Recall Agree/Disagree - FTA TV best for advertising recall Broad reach, strong brand recall, broad creative treatments are permissible. Marketing Manager
11 Free To Air: The Brand Builder Agree/Disagree - FTA TV best for launching new products/services High reach and impact, excellent brand building Media Director
12 Free To Air: Key Consumer Role Agree/Disagree - FTA TV central to people s everyday lives FTA has the shows that people want to watch - this means it delivers massive audiences for advertisers. MD Agency
13 Free To Air: A Multiplier Effect Agree/disagree - FTA TV strengthens the performance of other media Clearly reach is the primary strength and the ability to support other elements of your campaign. Marketing Director 6 7 3
14 Free To Air: Delivers Proven Results Agree/disagree - FTA TV easier to justify due to proven results 6 High impact, massive reach quickly, cost efficient, proven effectiveness. Trading Director Professional i.e. well managed, measured, delivers what is promised. Marketing Manager
15 Free To Air: Reaching Household Shoppers Agree/disagree - FTA TV best for reaching HH shoppers with children Huge penetration of audience reach and frequency - excellent for reaching children under 2. Strategist - Agency
16 Free To Air: Although Not Necessarily Engaging Agree/disagree - Consumers more likely to engage with FTA TV Mass engagement - with the right creative. Media Director
17 Digital Seen To Offer The Most Future Opportunity Perceived Opportunities to Engage with Media in Next 5 years Digital media Online newspapers Online magazines Pay TV Direct marketing Free to Air TV Outdoor e.g. billboard Radio Cinema Print magazines Greater future opportunity for Free to Air TV than other mass media Less future opportunity seen in print media Print newspapers Percent Don t Less About the same More
18 Think TV Response Think TV are developing responses to the issues raised in this. 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
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