New Screenforce Switzerland study: advertising perception of TV commercials unbeatable

There are countless opportunities to come into contact with advertising every day. But only some 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 this is precisely what was investigated in a new Screenforce Switzerland study. In an online survey conducted 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, regardless of which question was asked: TV was always in the lead by a wide margin. Particularly interesting: 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 which type of advertising triggers the most emotions, 48% of respondents answered that it was TV advertising. By comparison, only 8% said YouTube and only 4% Facebook. TV is also far ahead in terms of humor with 38% (YouTube 17%, Facebook 9%). It is therefore no wonder that 80% of the top-of-mind ads are known from TV and that the recommendation of TV ads to friends and family (62%) is much higher than for other media (YouTube 12%, Facebook 6%).

TV - significantly more potential for sustainable advertising

According to the respondents, the recall of advertised products or brands is also many times higher on TV (50%) than on YouTube (4%) and Facebook (2%) when watching commercials.

TV advertising stimulates purchase most strongly

TV is also far ahead when it comes to sales, because while the animation factor for the purchase of an advertised product is 26% for TV, it is hardly measurable for Facebook (3%) and YouTube (2%). 28% of respondents also found TV to be the most effective at informing people about new products (YouTube 4%, Facebook 4%).The online survey is based on an independent framework questionnaire from the conjoint study "Moving Image Packages", which was presented on Screenforce Day (June 6, 2018).