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Brad Seitter
VP, Marketing
Advertising in Today’s World
Media is evolving.
Influencing Interest
The
Decision Consideration
Want to Purchase
Making A
Visit Store/Website
Purchase
5
3 5
5 4 7
3 3 10
5 4 8
11 6 4
11 4 8
3 5 3
6 5
12 11 5
10
11
66
61
52 52
47 43
12
12
2
3
71
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Toyota Corp. allocation based on Kantar Media.
Toyota Local Dealers
2
2
12
83
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Toyota Local Dealers allocation based on Kantar Media.
Jack in the Box
1
6
2
91
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Jack in the Box allocation based on Kantar Media.
Sleep Country
99.9
Source: TVB/The Futures Company (Yankelovich); Purchase Funnel 2.0 Study; Sleep Country allocation based on Kantar Media.
What Are Your Choices?
Broadcast Television
Cable
Cable
Comcast
69.2%
Local cable
commercials are
not seen in
satellite homes Satellite Other
Other:
3.8%
21.2% OTA • Fios
• Click
• Ranier
• Hood
• Broadstripe
28.8%
25.6%
21.7%
16.7%
56
48
43 43 41 39
5
3 5
5 4 7
3 3 10
5 4 8
11 6 4
11 4 8
3 5 3
6 5
12 11 5
10
11
66
61
52 52
47 43
5
3 5
5 4 7
3 3 10
5 4 8
11 6 4
11 4 8
3 5 3
6 5
12 11 5
10
11
66
61
52 52
47 43
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Television: The Most Effective
Advertising Medium
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Television: The Most Effective
Advertising Medium
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Time Spent with TV is Growing
Up 35% 319.2
Television
236.6
Up 59% 156.6
Internet
98.5
91.2 2010
Radio
98.0 2008
26.4
Newspapers
26.7
19.2
Mobile
Time Spent Yesterday (in minutes)
15.6 Persons 18+
Magazines
16.7
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. (Mobile not studied in 2008)
Marketers are Increasing Spending in TV
…Because it Works
Radio 43.0
Websites 4.3
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Note: Multiple responses allowed.
TV Station Websites
Connect to Your Community
TV Station Websites
Connect to Your Community
HOME NEWS WEATHER TRAFFIC ENTERTAINMENT LIFESTYLE SPORTS VIDEO MONEY MARKETPLACE ABOUT
TV Station Websites
Connect to Your Community
Mobile Media
TV and Internet Work Together
Brand Recall
+ 50%
+ 18%
TV Only
TV + Internet
One online
exposure 20+ online
exposures
(Percent)
Broadcast TV = 1¢