TV advertising strengthens the brand
Strong brands fulfill emotional needs and are the ones consumers are most likely to choose and use. Thanks to their physical and psychological presence, they can more easily stand out from the competition. Screenforce and Ipsos conducted a study to examine how a brand achieves its strength.
The Screenforce study now shows that TV advertising has a positive influence not only on long-term brand building, but also on the immediate purchase decision. At 23 percent more than the average, it activates people more strongly to buy a brand. The probability that a brand will be bought again in the near future is also 28 percent higher with TV than the average across all media. This makes TV the top purchase activator - even ahead of POS advertising measures.
In addition to investing in sales activation, it pays for brands to invest in brand education. The study shows that advertising recall of a brand is directly related to brand strength. This connection is important because it has a direct and lasting effect on market share for a brand. For example, with TV advertising, advertising recall is significantly higher (32 percent) than with advertising on YouTube or Facebook (both 1 percent). In addition, TV advertising supports the brand image by 28 percent more than the average of the other channels and ensures better brand understanding (34 percent more than average), which strengthens brand building.
For the Screenforce study an online survey was conducted among 1200 people in German- and French-speaking Switzerland between the ages of 18 and 74.
