Reasons to Pay Attention to TV

If you haven’t heard of attention, as Karen Nelson-Field says, you’ve been living under a rock for the past year. As an industry, we’ve never been more aware of how hard it is to get people’s attention and how difficult it is to drive trust and creativity, and be unmissable. With this in mind, TAM Ireland asked Red C Research and Amplified Intelligence to conduct the first ever piece of research on attention across AV in Ireland.

The key takeouts ere:

  1. Linear TV captures the largest share of attention across all platforms. The figure stands at 78.4% for linear TV followed by BVOD at 10.7%.
  2. Advertising on TV increases likelihood to buy by 30%. When advertising on TV, the likelihood of your brand being spontaneously chosen in a purchasing situation increases by 30%. Key categories such as finance may see increases as large as 68%.
  3. Lighter and younger viewers pay the most attention. They have actively chosen TV or BVOD content to view and therefore give it more active attention than heavier and older viewers.
  4. TV is a slow attention decay platform. Attention levels remain consistent across TV platforms regardless of the length of the ad while dropping rapidly on social media platforms. This means TV is very strong for telling stories and delivering emotional creative ensuring strong branding moments for advertisers.
  5. The Gap between Program and Ad attention is very small. There is usually a gap between attention to programming and attention to ads. The more popular the content, the smaller the gap typically is. Irish audiences watch programming in a very similar way to the ads – i.e a very small gap. Therefore better performing content drives better attention to ads.
  6. Channels and genre drive possible attention. Bespoke channels and genres act as their own formats, driving the range of attention a brand is likely to achieve by advertising with you. Within genres themselves the range of attention can vary greatly, therefore understanding the schedule and ensuring a few key programmes are included on your plan is essential to driving active attention. An indicator of this looking within the TAM Data could be programme reach over average audience which would give you an estimate of the level of attention across a total programme.
  7. Creative improves attention. Emotion in creative is shown to help drive impact, particularly in high attention media such as TV and BVOD.

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