The importance of a sound ad

Jessica Hallsworth, senior research executive, GfK NOP Media, says Google and YouTube actually support TV, providing extra viewing opportunities and hype rather than taking opportunities away…

Television viewing habits have undoubtedly changed over time with so many different platforms on which to consume the medium. One thing that is unlikely to change in the near future is the requirement for advertising, even in its most traditional of forms: TV ‘spots’.

Thinkbox’s DTR research suggests that once viewers realise the trade off in the viewing experience between seeing adverts and paying more for the content, they are a much more willing audience and they ultimately cast the deciding vote.

However, advertising still needs to evolve just as TV platforms have. Most recent advances in advertising types have included green button services (where someone can learn more about a product in an advert by pressing the green button) and product placement.

The green button has not really taken off so far and product placement is yet to prove its worth in the UK, having only been introduced this year. Initial responses suggest viewers welcome product placement as long as it is integrated with the storyline and remains unobtrusive. Its inconspicuous nature however leads to scepticism from advertisers over its value and whether viewers notice it at all (even with the obligatory ‘P’ at the start of the programme).

In America, where it is well established, product placement accounts for only 5% of advertising revenue, highlighting the need to use this as part of a mix rather than a sole advertising format. Product placement is merely an addition to traditional spot advertising and sponsorship rather than a replacement, despite concerns that the infiltration of PVR could lead to their demise. This ties in with the main message to come out of the Media Guardian Edinburgh International TV Festival, which was about unity and working together. Each different format of TV is adding to overall viewing rather than distracting from the traditional ‘box’ leading to an increase to viewing as a whole.

This should be the same for advertising formats. Product placement and green button services would ultimately compliment spot advertising rather than replace it and so far research suggests that PVRs are not posing a dramatic threat to spot advertising. GfK NOP Media/Deloitte’s research for this year’s festival shows that fewer than half of people who have access to PVRs say they never watch the adverts when they are watching TV on it and those who fast forward do not necessarily fast forward at maximum speed especially if they are looking out for when the programme begins again.

Part of the reasoning behind not fast-forwarding the advertising is that it provides a natural break. Competition programmes aside, most ad breaks are timed so that you want to come back to the programme but you are not likely to forget what is going on or feel like you are missing out by moving away from the TV for a bit to make a cup of tea, let the cat out etc.

Currently viewers tend to listen or watch out for bumpers as their cue that the programme is about to start, which easily explains the increase in programme related sponsorship deals over recent years.

Should the UK become a nation of fast forwarding PVR junkies, however, this puts more emphasis on the need for ‘quality’ and enjoyable advertising, with potentially an end to the top ten most annoying ads of the year.

In January this year the top two in this category had the type of tunes attached to them which made it difficult to think of their names without attaching the tune to them. Some advertisers have in the past fallen back on the old adage of ‘all PR is good PR’ and even if the consumer hates all the branding around the product or service at least they remember the name.

With 64% of people who watch TV via a PVR stopping the adverts whilst they are fast forwarding, we can assume this can only be based on visuals as they would be unable to hear any of the tunes associated with them. If the tune is particularly offensive to the ears it is highly likely the consumer will fast forward again. The future may therefore lie in creating more visually attractive and attention grabbing adverts.

Of course this does not mean that sound could become completely redundant, especially as the sound and picture combination is one of the main selling points for TV. Sound may still be a driver to stop the fast forwarding. Just as a tune may be offensive, it may also be a song that someone likes and therefore wants to hear again.

Current habits amongst PVR users show that even if they are able not everyone fast-forwards and ‘live’ TV presently accounts for 86% of all viewing in PVR households . The adverts are still likely to be seen and/or heard at least once before a viewer takes the decision to fast forward the ads. If the consumer recognises the visual they may still be humming along to it or have it stuck in their head for a period afterwards and that is the main selling point of TV; using both sound and visuals to create a memorable brand image.

TV is a powerful medium and will continue to be so for many years to come. Its ‘challengers’ (e.g. Google and YouTube) are actually supporters providing extra viewing opportunities and hype rather than taking opportunities away. So spot advertising should live on but hopefully a prolific amount of irritating ads will not.

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