The Power of TV, The Precision of Local Targeting
  Why Spot Now?
  Because a competitive environment calls for smart, bold audacious marketing.  
  Because Television reaches the most consumers, and TV advertising is most
    influential and persuasive.
Because Television is the most effective medium through the purchase funnel.
  Because all purchases are local, and local broadcast TV connects with local customers.
  Because you can target your best prospects.
  Because national television schedules cannot fully deliver on the local level.
  Because local television is easier to buy and steward.
  Because the combination of local on-air, online, on-the-go, and out of home is highly effective.
  Click on any of the links, above, for more on each topic, or scroll through the data below.

 

Why Spot Now: The On-Air Campaign
By popular demand, TVB has produced four :30 spots that can be used on the air. The creative allows you to insert your station's logo and contact information.
Click here to download the spots for your station.
Click here for an article about the overwhelmingly positive response to the new promotional spots for local broadcast television. (PDF)

Why Spot Now: The Videos
TVB has created a 6:34 video, incorporating the message points of the Why Spot Now website area and providing background on the power of television and the precision of local broadcast. We are making available multiple versions of varying lengths, each with an emphasis on a different message point, and TVB's nine-episode email campaign.
Click here to view the choices, in Windows and QuickTime formats, which you can stream as well as download to your computer.

Why Spot Now: The PowerPoint
A PowerPoint version, incorporating the essential message points of the Why Spot Now website area, has been updated to address the current economy.
Click here

Why Spot Now? 
Because a competitive environment calls for smart, bold, audacious marketing.
   
The economy is improving. Staying engaged with consumers as the economy begins to recover enables you to optimize performance now and accelerate as competitors return.
  • Increase share of voice and top-of-mind awareness with today's value-conscious consumers.
  • Maintain schedules to motivate consumers through all phases of the purchase cycle: Awareness, Consideration, Preference and Purchase.
  • Take advantage of unique promotional opportunities and hyper-local sponsorships.
  • Maximize cross-platform reach with digital channels, websites and mobile.
  • Use eBiz process efficiencies to free up dollars for advertising…TVB ePort.

    Click here for Television Bureau of Canada's new study from Innerscope Research, Inc. showing that Television ads delivered more emotional engagement than radio, online or newspaper ads.
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Why Spot Now?
Because Television reaches the most consumers, and TV advertising is most influential and persuasive.
   

Looking for proof of the power and reach of television?
Here are some current examples.
 

1. Council for Research Excellence – Video Consumer Mapping Study
The recently released Video Consumer Mapping (VCM) Study clearly demonstrates television’s ability to capture the attention of viewers – overwhelmingly, and every day. Some of the key findings of the VCM study:

  • Total daily screen time totals just over 9.5 hours for adults 45-54, and 8.5 hours for all other age groups.
  • In-home television still commands the vast majority of screen time, at just under six hours per day for the average adult.
  • While much has been said in the press about consumers discovering “free TV” via the internet, computer video averages only two minutes per day for adults 18+, and only 5.5 minutes per day for adults 18-34.
  • TV users are exposed to, on average, 72 minutes of TV ads and promos per day, thus dispelling the common belief that consumers tend to channel hop or engage in other methods of commercial avoidance.
  • While television remains the No. 1 medium, overall computer use has replaced radio as the No. 2 media activity. Radio is now No. 3 and print media (including newspapers and magazines) is now in fourth place.

2. The Nielsen Company’s Three Screen Report
From 4th Quarter 2008 to 4th Quarter 2009, the amount of time viewers spent with television each month, on average, increased by one hour and 9 minutes.
 

Monthly Time Spent in Hours:Minutes Per User 2+
4th Quarter 2009
  4Q09 4Q08 %
Difference
Year-to-Year		 Absolute
Difference
Year-to-Year
Watching TV in the home 153:47 152:38 0.8% 1:09

Viewing levels are at an all-time high, no matter the demographic group.


Household viewing continues to grow and is nearing 8.5 hours
(Hours:Minutes)

Source: The Nielsen Company, NTI Annual Averages
Prior to 9/87: Audimeter Sample; 9/87 to date: People Meter Sample


Viewing increases are true across all demographics
(Time Spent Per Day)
Men
Women
Teens
Children
2002
4:22
4:58
3:09
3:10
2003
4:29
5:05
3:07
3:14
2004
4:26
5:07
3:07
3:16
2005
4:31
5:17
3:19
3:19
2006
4:35
5:17
3:22
3:26
2007
4:39
5:19
3:24
3:27
2008
4:49
5:25
3:27
3:28
   Source: The Nielsen Company, NTI Annual Averages

3. TVB’s Media Comparison Study
The most recent edition of TVB’s Media Comparison Study illustrates that television continues to reach a high percentage of consumers each day, and that consumers devote over half of their media hours to television.

Television Delivers the Highest Reach & Most Time Spent
   
Adults 25-54
   
Reached Yesterday %
% of Media Hours
Television
90.0%
53.05%
  Newspaper
58.9%
  3.45%
  Radio
80.0%
22.55%
  Magazine
48.3%
  1.93%
  Internet
72.1%
19.03%

Not only does television continue to command high reach and time spent, but TV advertising is more influential and persuasive than all other media combined.
Most Influential
Most Persuasive
          Source: TVB Media Comparisons Study 2008; Adults 18+
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Why Spot Now?
Because Television is the most effective medium through the purchase funnel.
   
 

Television advertising contributes more than half the impact of all media – from initial awareness through purchasing — across an aggregation of 15 business sectors, according to a new study conducted by Yankelovich and commissioned by the Television Bureau of Advertising.

The study was conducted in late January/early February 2009 – showing the strength of TV advertising even when the recession was hitting the nation’s consumers with full force. TVB will be conducting this study again in 2010.

Purchase Funnel

The study considered advertising in various media, including television, internet, newspaper, magazine, radio, outdoor, email, and more. It looked at how consumers acknowledge the influence of media at various stages of the purchase process, or purchase funnel. The classic purchase funnel illustrates how consumers move toward a purchase decision. Consumers will first become aware of a product, service, or offer either through the influence of advertising or some other means. If a message resonates, and if a consumer is in the market for the product, it may become part of their consideration set. At the next stage, consumers develop a preference for a short list of brands, and finally goods and services are purchased.  

Study findings reveal that the influence of advertising – across all media – is credited by consumers at every stage of the purchase funnel. Advertising certainly plays a large role in creating awareness of products and services; 80% of study respondents reported advertising impact at this stage. As consumers move throughout the funnel, advertising impact does change; by the time consumers are ready to make a purchase, 47% report that no media influence impacts their decision.

Advertising Impact on Various Stages of
the Consumer Purchase Funnel


      Source: TVB/Yankelovich “How Media Works,” April 2009

Television’s contribution to total media impact is significant. As illustrated below, television’s impact at every stage of the purchase funnel is higher than the impact of all other media combined. This illustration represents the aggregate of all responses across the 15 categories studied; results do vary by category.

Television's Contribution to Total Media Impacts


      Source: TVB/Yankelovich “How Media Works,” April 2009

Advertising impact varies by category, and by position in the purchase funnel. The research shows, for example, in the travel category, 87% of consumers report being influenced by media in the Awareness phase of the funnel, while 59% are influenced in the Purchase stage. In the automotive category, on the other hand, 81% report being influenced by media in the Awareness phase, while 41% are influenced in the Purchase stage.

TVB can bring more specific research, drilled down into individual categories, to your agency or office.

The study examined advertising impact in fifteen business sectors, including:
 
  • Vehicles or auto dealers
  • Financial services
  • Restaurant
  • Department or discount store
  • Automobile or life insurance
  • Schools, colleges, or trade/vocational schools
  • Furniture, mattress, or carpeting / flooring stores
  • Healthcare products or services
  • Entertainment activities
  • Services
  • Telecommunications or electronic products
  • Travel or travel website
  • Food, convenience, or grocery stores / supermarkets
  • Home improvement stores or services
  • Commercial website
     
  Click here for more information or to arrange a presentation.
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Why Spot Now? 
Because all purchases are local, and broadcast television stations connect with local customers.
 
 

Consumers note a connection to local broadcast television programming and personalities, and their response to that connection is manifested in the way they value local television ads and the multiplatform ad opportunities available from local broadcasters.

Hyper-Local
Many stations are providing advertisers an opportunity to take advantage of the hyper-local advertising opportunities — such as interactive television ads, or mobile and text messaging campaigns — that stations are testing.

  • For example, four broadcast groups (Fisher, LIN, Gray, Hearst) are currently working with Backchannel Media, testing the technology that enables viewers to interact with locally placed on-air commercials.
  • Raycom Media is launching neighborhood websites in 35 cities served by Raycom’s TV stations, providing information about local news, events, and entertainment.
  • Fisher Communications has launched more than 100 neighborhood sites in four of its TV station markets: Seattle , Portland , OR , Bakersfield , CA and Boise , ID. The hyper-local sites offer viewers specialized local news content, as well unique opportuni­ties for advertisers. By February 2010, the new sites had brought more than 1,000 new advertisers into the fold.
  • Hubbard Broadcasting will be launching community-focused websites in all six of its markets. These websites will feature hyperlocal news content and include user-generated content about area happenings and events and are designed to offer local businesses the opportunity to target their potential customers.
  • Over 130 local television stations are partnering with News Over Wireless (NOW) to develop customized mobile content and programs that enable broadcasters – and their advertisers – to connect with on-the-go customers.

Click here for more information on local TV stations’ website opportunities and potential revenue development from Borrell Associates.

Local News
A recent study focusing on local news viewers, conducted by Frank N. Magid Associates for Hearst Television, helps to illustrate the power of local news advertising.

  • Respondents to the Hearst Television/Magid study indicated that local news is one of the top sources of community information, and the most important source for weather news.
  • Respondents feel they can trust local news writers and on-air personalities.
  • Respondents overwhelmingly note increased engagement with the ads in local television news, as compared to ads in traditional media such as magazine, newspaper, radio, yellow pages and direct mail.
  • Respondents also overwhelmingly report much stronger engagement with ads in local television news compared to online ads – be they video, banner, text or rich media ads.
  • Respondents are more likely to trust, discuss, and remember ads they see in local news relative to all other ads in competitive media.

Click here for more information on the Hearst Television/Magid study.
                 (PDF)
Click here for the new Pew Study “2010 Understanding the Participatory News Consumer.” This study shows Local TV Stations as the #1 source for news, with 78% of Americans stating that they get their news from a local TV station.

Local Promotions
Local Promotions make a direct connection with customers. Local broadcast television stations can create promotions to meet advertisers’ needs and to tie in with local market drivers. Promotions can center around local businesses and interests (such as local historic sites or harvests and festivals), focus on a cause (such as literacy, safety or health-related issues), or highlight family-centric events. Here are some examples of successful Local promotions:

  • Amtrak capitalized on National Train Day in 2008 in four local markets, using a local television and online promotion to drive thousands of consumers to local markets events and the Amtrak website. This successful campaign was renewed and expanded in 2009.
  • Dinner & a Movie – Breast Cancer Awareness Month. Women who sign up for a mammogram, and get a friend to sign up, receive a coupon to be redeemed for dinner and a movie at local establishments who sponsor the promotion.
  • Goodwill Donation Drop-off – Local stores accept donations of gently-used clothing and other merchandise, and provide donors with discount coupon to be used on new merchandise.
  • Promotions can be created and customized year-round, to suit an advertiser’s needs and focus.
    Click here     to access a month-by-month, week-by-week and day-by-day promotional calendar to get started.

Local Programs
Increasingly, local broadcast television stations are developing locally-produced programs that offer product placement and customized local promotional opportunities. Some examples:

  • KHOU Houston’s “Great Day Houston” resonates with local viewers by focusing on local interest social issues, community events, medical news, and local entertainment, food and fashion venues. Content sponsorships and product placement opportunities are available to advertisers. This weekday morning program is also rebroadcast through the day and over the weekend on the station’s digital sub-channels.
  • KGO, the ABC affiliate in San Francisco, has aired “View From the Bay” since July 2006. This weekday 3-4pm program is a local talk/magazine show and offers the potential for product integration.
  • KPIX, the CBS O&O in San Francisco, launched “Eye on the Bay,” a hyper-local evening show promoting “things to do, places to go and sights to see in San Francisco’s Bay area.” It features local merchants, restaurants and community blogs; it also has a web element.
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Why Spot Now? 
Because you can target your best prospects.

 

Starbucks has reported in 2010 that its first quarterly same-store-sales in two years, up 4% to $2.7 billion, and that its earnings had tripled. According to TNS Media Intelligence, this robust performance follows a 72% increase in Starbucks spot spending in 2009 (and cuts of 77% in broadcast network and 17% in network cable).

All advertisers can benefit from targeting, and TVB has the tools to help advertisers analyze and respond to local market nuances.

Not only is all business local, but geography is often more predictive of sales than demography. Every brand has geographic areas of opportunity – and even markets that border each other can show vastly different sales patterns and brand preferences. For most brands, markets comprising a third of the U.S. will over-deliver U.S. sales by +30%.

Nevertheless, geography has been a missing strategy for many brands. When geography is used as a targeting tool in conjunction with traditional demography, the result is significantly stronger brand sales. Geographic areas of concentration can be identified based on brand sales (BDI), category sales (CDI), market share, brand growth (year-to-year % change), and/or brand volume (dollars).

Combined, the 35 key DMAs contain
26% of the population but contribute
39% of new Nexium Rx
sales generating a BDI of 150.
Combined, the 44 key DMAs contain
32% of the population but contribute
49% of Wisk Laundry Detergent sales generating a BDI of 153.
Source: IMS Health
Source: IRI

        For PowerPoint showing a wide range of advertising categories
                      and their geographic areas of strength see geo-targeting maps.

Engagement
Additional proof of the power of geographic targeting comes from an IAG study which found that geographic targeting boosts message recall by as much as 65 percent and increases commercial likability by 92 percent.
Click here to learn more about the IAG findings.

Income and Sales Targeting
Effective Buying Income is higher than average in San Francisco, Washington D.C. and New York; flooring stores over-index market population in Bend, Austin, and Butte-Bozeman. 
 Click here for help identifying markets that over-deliver
                 for key business sectors.

Lifestyle Targeting
Fans of gourmet cooking are more likely to live in San Francisco, New York, and Hartford; frequent flyers are concentrated in Juneau, Honolulu and Seattle. Consumer lifestyles vary by market, and can provide valuable information for marketers looking to customize messages and offerings.
Click here for more information on Lifestyle Targeting.

Housing Starts
Regional differences are apparent in Housing Starts, which impact many businesses from furniture stores to home improvement centers, painting to landscaping. Whether looking to market to new homeowners or those in a renovation frame of mind, opportunities abound.
Click here for more information on Regional Variations in Housing Starts

New Car Registrations
Car sales vary significantly from region to region and market to market; tracking the sales distinctions can help marketers in the new and used car sales businesses.
Click here for information on Regional Differences in
                 New Car Registrations

Economic Indicators
We’ve made it easy to track key economic indicators by providing links to the most-used government sources.
Click here for links to Leading Economic Indicators
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Why Spot Now? 
Because national television schedules cannot fully deliver on the local level.
 
 
  1. Television consumption, like other product consumption, is not uniform. It varies widely from market to market.
    • Local programming often dominates the top-ranked program lists in any given market.
  2. National media gets planned top down . . . But people consume media from the bottom up. National planning tools can miss these local opportunities.
    • Locally controlled dayparts and programs deliver large numbers of key demographic groups and can provide better value than network-only schedules.
  3. National media creates waste in over-covered areas and lost opportunity in under-covered areas.
    • Local stations offer local, syndicated and network program options, and can customize buys to optimize an advertiser’s campaign goals.
      Click here for examples (PPT)

  4. Network cable’s low national ratings become noncompetitive when compared to local broadcast at the DMA level.
    • Even the “average” delivery of local broadcast television stations delivers audience levels that are four, five, even ten times greater than some of the highest-ranking, “buzz” cable programs.
      Click here for examples (PPT)

  5. Local broadcast can improve the ROI of virtually every national plan through the power of consumer aggregation and attendant advertising impact.
    • By enabling you to select markets in which you can reach high-potential customers, and by enabling the use of all of a station’s inventory, local broadcast helps improve advertising ROI.

Click here to request the TVB presentation, “National Media and Local                  Marketing:The Disconnect” for a more in-depth discussion on this topic.
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Why Spot Now? 
Because Local Television is easier to buy and steward.

 
  • TVB ePort is an open-standard electronic bridge between buyer and seller systems.
    • Connects any size advertiser/agency with any television station or rep firm.
  • TVB ePort is a free service for advertisers and agencies.
    • TVB ePort is funded by supporting television stations and rep firms.
  • TVB ePort adds a new level of efficiency and accuracy to buying local broadcast television.
    • Buy and sell software systems connect through ePort and eliminate faxes, paperwork, and error-prone re-keying of data by electronically transmitting orders, revisions, makegoods, log time reports, and more.
    • Users report a 50% reduction in discrepancies.
  • Agencies without buying software systems can utilize ePort Connect, a free, web-based application, to transact business with stations and reps.
  • For more information or to register for TVB ePort, call (877) 808-9949, or visit www.tvb-eport.net.
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