Key Strengths of Television Advertising
Television has the highest daily and weekly reach of any medium in Canada.
Television has an aura of importance. It is a prestigious medium, enhancing the advertisers' image by its use.
Television appeals to more of the consumers' senses than any other medium.
With television, a powerful, emotional impact can be created.
Television can create high impact with viewers by offering dynamic and visual messages.
Moods and images can be created for brands.
Television reaches virtually every home in Canada. It is set apart from competing media by its ability to offer sight, sound and motion to generate an emotional response.
Brand Image
Advertisers can generate trust, emotion and excitement that cannot be created as well through any other medium. This can help to create a long lasting and memorable brand and corporate image.
Consumers' Perceptions
Canadians enjoy television. The average Canadian adult spends almost 24 hours per week watching television (Source: Nielsen, March 2007). This study also shows that 62% agree television commercials provide useful information about products and services.
Cost
Some advertisers believe that TV commercial production costs prohibit their use of the medium. A big idea, wit, focus and clarity of message can make the advertiser a winner in consumers' minds despite a very small production budget.
Retention
People learn through their senses. The combined power of sight, sound, motion and emotion creates a synergistic effect that is more effective than when individual senses are stimulated.
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