TORONTO – Not surprisingly, a survey by the Television Bureau of Canada found that TV is still the best medium to deliver advertising messages to consumers.
Conducted by BBM Analytics, the ‘TVB 2010 Attitudes Survey’ polled 1,001 people last May. 59.6% of adults 18+ said that television advertising was the most influential, well ahead of newspapers (13.1%), the Internet (11.9%), radio (5.7%), magazines (3.8%), and out-of-home (0.8%). Television was also found to be the most persuasive form of advertising (59.8%), outdistancing newspaper (13.1%), the Internet (7.4%), radio (7.0%), magazines (5.5%), and out-of-home (1.8%). Similar responses were recorded for advertising effectiveness and power.
The survey further revealed that amongst adults 18+, television had the highest reach of all media (85.7%), and that people spent the most time with it, 23.9 hours per capita weekly, compared to 18.3 hours for radio, 15.9 hours for the Internet, 2.5 hours for newspaper and 0.8 hours for magazines.
“Canadians once again have voted for television as the most effective advertising medium, corroborating the results of previous studies,” said Theresa Treutler, TVB president and CEO in a press release announcing the survey.
Full results can be found by clicking here.
