Mumbai: GroupM has launched Consumer Eye Research, which seeks to uncover insights related to the impact of media-related technologies on brands and society. The latest edition of the report, titled “Advertising on TV: Flagging or Flourishing,” analysed the potential of advertising on television.
The findings of the survey reveal that television continues to be the most beneficial and demanding medium for advertising.
The past two decades have seen rapid transformations in the media landscape, with the number of options available to advertisers significantly increasing. Many of these options offer excellent opportunities for brands to reach audiences with high levels of precision, customization, and measurability.
While this transformation is beneficial for many advertisers, TV continues to retain a power that can be leveraged by advertisers, according to the report.
Additionally, the digital extensions of TV have not only given rise to new ways for people to consume content but have also created a myriad of opportunities for brands to engage with audiences through TV.
TV makes the world a better place
60 per cent of the surveyed respondents agreed that free TV channels make the world a better place. Hence, TV remains a very important medium for influencing mindsets and shaping cultural behaviour. The second most preferable medium to make the world a better place is the newspaper, according to 56 per cent of the survey respondents.
TV retains a unique strength in building brand equity
The report reveals that television is still the most popular channel that conveys the most positive impression of brands. In APAC, TV ads are ranked No. 1 for conveying a positive impression of brands. In fact, TV ads (39 per cent) received equal weightage alongside the recommendations of friends (39 per cent).
TV offers a brand-safe environment
73 per cent of audiences believe it is a brand’s responsibility to control where their advertising appears. 45 per cent will have a negative opinion of the brand if it appears next to inappropriate or offensive content. The report demonstrates that TV is still one of the safest environments that allow for brands to be seen next to premium, high quality content.
TV is still a tremendous entertainment platform for consumers worldwide. The verdant environment also offers many opportunities for creative innovation and impactful campaigns. More than ever before, brands can take advantage of TV’s addressable transformation by considering new formats like shoppable ads and dynamic creative ads that dangle bespoke offers in front of the target audience.
