Advertising impact: Regional TV is ahead
Advertising on local TV stations is perceived as particularly high-quality. It is credible, informative, and appealing. This is shown by the recent study «Regional Monitor 2013» conducted by Blue Eyes Marketing on behalf of Belcom.
With its region-specific information and entertainment offerings, regional television is firmly anchored in everyday life. For advertising customers, however, it is in strong competition with national TV advertising due to its structural characteristics.
Local TV advertising is more effective in terms of quality. This is shown by the "Regional Monitor 2013" study. "Audiences rate advertising on regional channels as more credible, informative and likeable," says Markus Britschgi from Blue Eyes Marketing. "People watch regional television because it provides them with information from their region. They are open to news. This openness is transferred to advertising. A classic image transfer," says the market researcher and marketing consultant. "In addition, advertising on regional television is perceived as less disruptive than on private broadcasters."
Belcom has commissioned the "Regional Monitor" study from the market research agency Blue Eyes Marketing for the second time in succession. The study surveys brands of the "Tele Regio Combi" (TRC) advertising combination offered by Belcom, a merger of the six leading regional TV stations (Tele Züri, Tele M1, Tele Bärn, Tele Basel, Tele 1 and TVO). The aim of the study is to determine TRC's affinity with various brands. By surveying the brand triad (awareness, sympathy, use/potential), the affinities of viewers to the various brands can be identified. The Blue Mind psychographic segmentation provides additional information on the behavior and attitudes of brand sympathizers and users. "It is particularly useful for advertisers to find out the potential of their brand," says Britschgi. "In this way, they can target their advertising according to sympathizers and their viewing habits and exploit the potential of their brand in a targeted manner."
The result shows: Advertising on "Tele Regio Combi" is effective. It is perceived as 14% more credible on a regional TV station than on private TV (31% vs. 17%). In terms of likeability, too, the regional channels are 13% more convincing (33% vs. 20%). In addition, advertising on a regional TV station is perceived as more informative (34% vs. 23%). Furthermore, it is perceived as less annoying (59%) than on private TV (80%).
