New Screenforce Study: Advertising Perception of TV Commercials Unbeatable
Compared to other media, TV advertising has the highest level of awareness. This is shown by the latest Screenforce study, which examined the perception of video advertising in terms of emotions, sustainability, sales, and brand awareness.
Every day, there are countless opportunities to come into contact with advertising. But only a portion of this potentially perceptible information is actually absorbed and processed by us. In order to advertise successfully, it is important that an advertising message actually reaches the target group. And that's exactly what was discovered in a new Screenforce Switzerland study investigated. In an online survey in March 2018, around 2,000 people in German- and French-speaking Switzerland aged 15-74 were asked about their perception of moving image advertising.
No matter which question was asked: TV came out on top by a wide margin in each case. It is particularly interesting to note that TV is also the absolute leader in terms of advertising perception in the 15-29 age group.
TV advertising triggers the most emotions
When asked what type of advertising triggers the most emotions, 48 percent of respondents said it was TV advertising. By comparison, just 8 percent gave YouTube and only 4 percent Facebook as the answer. TV also came out far ahead in terms of humor with 38 percent (YouTube 17 percent, Facebook 9 percent). So it's no wonder that 80 percent of the top-of-mind ads are familiar from TV and that the recommendation of TV ads to friends and family (62 percent) is also much higher than for the other media (YouTube 12 percent, Facebook 6 percent).
TV - significantly more potential for sustainable advertising
When watching commercials, according to those surveyed, the recall of advertised products or brands is also many times higher on TV (50 percent) than on YouTube (4 percent) and Facebook (2 percent).
TV advertising stimulates purchase most strongly
TV is also way ahead when it comes to sales, because while the animation factor for the purchase of an advertised product comes to 26 percent on TV, it is barely measurable on Facebook (3 percent) and YouTube (2 percent), by contrast. 28 percent of respondents also think TV is the most effective at informing people about new products (YouTube 4 percent, Facebook 4 percent).
The online survey is based on an independent framework questionnaire of the conjoint study "Moving Image Packages", which was presented at Screenforce Day (June 6, 2018).
Study Design:
Question for the study: Advertising perception on different media with regard to emotionality, humor, word of mouth, purchase interest, recall, awareness.
Method: Online survey
Sample: n=1999 (age group 15-74j) representative by age, gender and language region
Language region: German- and French-speaking Switzerland Implementation: March 2 - 16, 2018
Implementing institutes: IfaD and GfK
