TV ads still play a unique role in the US

31 May 2010

NEW YORK: Television advertising continues to resonate with US consumers in a number of unique ways, according to a new report.

The Television Bureau of Advertising, the industry body, and Knowledge Networks, the research firm, surveyed 1,562 people in the country in order to gain an insight into their habits and views with regard to media.

Overall, TV was estimated to boast a daily reach of 89.5% among Americans over the age of 18 years old, the study revealed.

This figure stood at 67.5% for the internet, 60.6% for radio, 38.6% for newspapers, 28.6% for magazines and 14.3% for mobile.

In terms of usage levels, the typical participant spent 319 minutes a day watching TV and 159 minutes surfing the web, with the other channels assessed coming in at least an hour behind on this measure.

Turning to advertising, 60.8% of respondents agreed TV spots were the most "authoritative" form of corporate communications.

This compared with 15.4% who said the same for newspaper ads, while 10.8% afforded magazine ads such a status.

Radio registered a score of 8.6%, while perceptions fell to just 4.4% for the internet, indicating the overall dominance of traditional media in this area.

Television spots were argued to be the most "exciting" by 83.4% of contributors, with magazines in second place on a considerably more modest 6%, and the web in third on 4.5%.

Elsewhere, 85.7% of the panel said TV commercials had the greatest degree of influence, while 78.1% asserted that spots shown on this medium also had more persuasive power than other forms of advertising.

When learning about new products, 71.1% of the sample again handed TV the primary role, with newspapers on 8.9%, magazines on 7.3%, and online on 7.8%.

"By every measure, television reaches more consumers every day than newspapers, magazines, radio, the internet and mobile media," Susan Cuccinello, the TVB's svp of research, said.

Data sourced from Media Week/TVB; additional content by Warc staff