TORONTO – Television is the medium that best delivers advertising messages to key demographics, and not radio, print or the Internet, according to the Bureau of Broadcast Measurement’s latest omniVU/RTS survey.
The survey found that television is the most consumed, most influential, most effective and most persuasive advertising medium of all. These results were upheld over all
demographics and, most important, with the critical 18 to 49 year-old consumers, it also revealed.
“Television is clearly the hands-down winner when it comes to any advertising metrics,” said Theresa Treutler, president and CEO of the Television Bureau of Canada (TVB). “No other medium comes even close.”
More than 65% replied television when asked “Which one media source carries advertising that you believe to be the most influential?” Less than 10% replied radio, magazine, Internet and out-of-home advertising, according to the Bureau of Broadcast Measurement.
“To advertisers and their agencies, influential, effective and persuasiveness are key to reaching their preferred audience in a meaningful way,” said Treutler. “Having the radio on during your daily commute, a newspaper or magazine on your coffee table or pop-ups on your computer screen just do not have the same effect. They do not even come close.”
The TVB is the industry association for commercial television broadcasters in Canada.
