TV Impacts Reach All Time High In 2007
Total commercial TV impacts reached an all time high last year with an increase of almost 4% on 2006, a growth of more than 10% since 2003, according to TV marketing body Thinkbox, which released the full year BARB figures today.
The organisation said 2.25 billion TV ads are now watched every day in the UK, an average of 40 ads a day per person.
Both the 16-24-year-old and ABC1s categories experienced significant increases in commercial impacts year on year. Impacts for 16-24s increased by 1.5% and impacts for ABC1s saw an increase of over 3.5%.
16-24s watched an average of 31 TV ads a day and ABC1s watched an average of 32 ads a day. All other demographics were stable for the year.
Thinkbox attributes the increase in commercial TV impacts in part to further digital TV penetration – now at 85% of homes (see Digital TV Penetration Reaches Almost 85%) – and the increased viewing of digital channels.
BARB’s figures also show that total broadcast TV viewing is undiminished with individuals watching an average of 3.63 hours a day. While total broadcast TV viewing remains stable, the figures show people now watch an average of 11 minutes more commercial broadcast TV than ten years ago. Thinkbox believes that as the remaining households convert to digital, commercial TV’s market share should grow further and the BBC’s share will inevitably decline as people enjoy a wider choice of TV channels.
The marketing body also reports that commercial broadcast TV’s monthly reach remains largely unchanged at just under 98% despite the fact that the total TV audience is now spread across more channels than ever before.
Tess Alps, Thinkbox’s chief executive, said: “People are watching more TV ads than ever. This is historic news for advertisers. TV advertising had an impressive 2007; increased impacts, a creative renaissance and new commercial opportunities on the emerging platforms for TV that are giving people yet more ways to watch the TV they love. Challenges remain but TV has embraced new technologies and has a great future full of fantastic new ways for brands to reach audiences, who – uniquely in media – can be as engaged with TV advertising as they are with the programmes.”
She continued: “We know that 16-24s are huge fans of commercial TV, watching as much now as they did ten years ago, and using it as the source for on- and off-line conversations and creativity. They cite TV as their second favourite activity behind listening to music*2. BARB’s figures reinforce the fact that TV remains a hugely potent way to reach them – as well as other key audiences like ABC1s – and should help dispel some of the ill-informed rubbish talked about this age group and their media habits.
“The challenge is for advertisers and agencies to embrace the new TV landscape and enjoy the massive rewards it can deliver. It is an exciting time for TV, and Thinkbox is on a mission to help its customers get the best out of this fantastic medium.”
*1 An ad must be viewed at normal speed to register as a commercial impact. The figures we quote are for 30″ weighted impacts which is the industry norm.
*2 Research from Microsoft and MTV joint study.