Tv and OutdoorUsing outdoor to strengthen a TV

campaign

April 2011

Source: TGI 2011 – Formats Seen / Used in the Last Week

TV and Outdoor are the 2 most seen media…

TV Posters

5. Magazines4. Newspapers 6. Radio 7. Cinema3. Internet

Source: TGI 2011 – Formats Seen / Used in the Last Week

…and the top 2 media spent time with

TV 2hours 31minutes

Posters 2hours 17minutes

4. Radio 50 minutes

3. Internet1 hour 22 minutes

5. Newspapers 19 minutes

6. Magazines 5 minutes

Source: Touchpoints 3 (All Adults)

TV and Outdoor compliment each other in terms of times used

Out of Home/Travelling In home

In h

om

e

OUTDOOR

88%

18%10%

6% 5%

RADIO TV INTERNET NEWSPAPERS MAGS

8%

9 in 10 shoppers have seen Outdoor

advertising in previous half an hour before

shopping

Source: Outdoor Media Centre 2011

Outdoor key to reach shoppers within the half hour prior to shopping

Including Outdoor for the same budget delivers additional 13%pt cover

£500k TV Campaign

=200 All Adults

TVRs

£333k TV Campaign

=133 All Adults

TVRs

£333k TV + £167k OOH

=459 All Adults TVRs

Solus TV Campaign

Take 1/3rd off TV budget

Re-invest in OOH

Source: Mediaplanner / POSTAR

Summary

• Complementary – time, audience, geography

• Higher cover & better frequency for same £

• Increased awareness & enhanced brand perceptions

• Delivers better ROI, Sales and increased consideration

Want to find out more?

Contact the JC Decaux research team to find out how you can use outdoor to amplify your TV campaign