TVB Study: Television is “Most Effective” Medium for Connecting with Audiences

TORONTO: The Television Bureau of Canada (TVB) has released a pair of studies about the attitudes and receptiveness of viewers toward television advertising, finding in both that TV remains the "most influential, effective and powerful" way to connect with audiences.

TVB’s Attitudinal Survey 2011, which polled 1,000 people across Canada, reveals that 63 percent of the 18-to-49 demo say that TV advertising is most influential. A total of 60 percent believe TV ads are the most effective, and the most powerful when compared to advertising on the radio, in newspapers and magazines and out-of-home or online. Also, 51 percent find TV to be the most engaging, while only 24 percent, less than half as many people, say that of online advertising.

From TVB’s Ad Receptivity Survey 2011, which centers on the emotive value of advertising, findings show that 80 percent of adults say they have seen or heard an ad that made them laugh or cry. Of this, 80.5 percent of those were TV ads, compared to only 7.5 percent online, 7 percent on the radio and less than 1 percent in newspapers, magazines or out-of-home.

“There is no question that television is still the most powerful advertising medium,” said Theresa Treutler, the president and CEO of TVB.