Tv and outdoor summary
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Transcript of Tv and outdoor summary
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