Broadcast TV builds

long-term brand fame and drives sales at the till.

NZ’s biggest

advertising stage

©2019 TVNZ

Myth

“Nobody watches broadcast

TV these days so there’s no

point in advertising my brand

on there!”©2019 TVNZ

Busted!

NZers watch more TV on TVNZ than any other NZ platform making it the place to make

your brand famous.

Source: Nielsen TAM, 5+, ATV(Univ) 1 Jan - 30 Jun 19, All time, Consolidated where available.

©2019 TVNZ

Source: Peter Field and Les Binet, Media in Focus and Effectiveness in Context.

Brand fame is the key to unlocking the best business results. And, it’s proven you can’t get fame on a diet of short-term activation.

In a review of more than 1,000 case studies, brands that achieved the best business outcomes balanced short-term activation with long-term brand building.

The perfect balance of brand vs activation advertising across all categories is proven to be 60:40.

©2019 TVNZ

REACH, EMOTION AND TIME.

So, what makes a brand famous?

©2019 TVNZ

1. REACH©2019 TVNZ

Source: TVNZ AdEffect Series.

33%Broadcast TV minimum

Min Average Maximum

27%

19%16%

11%7%

55%

43%

34%

20%

11%

4%

27%

16%

9%

20%

10%

3% 1%1%1%

Online Display Print CinemaRadio OOHBroadcast TV Online Video

Advertising recognition by channel (% NZers 18-54)

Across 7 campaigns studied in the AdEffect case study series, it was revealed that broadcast TV drove the most awareness and was by far the most recognised channel.

Strong reach was a massive factor behind this.1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

©2019 TVNZ

Source: TVNZ AdEffect summary of 8 studies, model data to remove TV.

1. REACH

All channels Net impact on total campaign recognition

-24%All channels EXCLUDING

Broadcast TV

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

59%

35%

©2019 TVNZ

If TV had not been included as a channel, recognition of the campaigns would have been 24% lower on average.

Average overall campaign recognition (% NZers 18-54)

Base: 2008-16 IPA cases.

Source: Peter Field and Les Binet, Media in Focus and Effectiveness in Context.

Reach is the primary driver of media effectiveness. Our research shows that about 91% of media effectiveness can be explained just by reach alone.

Les Binet, TVNZ Speaker Series 2018

1. REACH

“

”0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

2.0%

Acquisition strategy

Annual m

kt. s

hare

gro

wth

Reach strategy Loyalty strategy

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

And getting eyeballs to see your brand is an essential driver of effectiveness.

©2019 TVNZ

Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 18).

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

Reach is essential. The more people you talk to, the more it impacts on your business.

©2019 TVNZ

Average number of very large effects reported

Existing customers

New customers

Whole market

Business effects Total effects

5.4

1.7

2.4

0.6

6.7

1.8

Source: AdEffect case study, 2018. NOTES: 1. Sample size n = 100. 2. Control group (low exposure) index = 100, i.e. an index of 120 indicates an impact 1.2 times greater than seen with the control (low exposure) group.

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

Proof:In a major telco campaign, our AdEffect case study found that broadcast TV drove high levels of awareness as would be expected PLUS had the most impact on specific actions when compared with other campaigns tested.

131116128Specificactionse.g. Visit store, search online

159

Broadcast TV Online Video

Billboard / Ad shells

Display

©2019 TVNZ

Generic classification of campaign KPI targets

e.g. For those highly exposed to TV advertising, performance on the specific actions KPIs were 59% higher than the control group.

Average impact of campaign’s channels on KPIs (index, 18-54)(1)(2)

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

Average weekly reach:

NZ’s biggest

advertising stage

TVNZ reaches over 2 million New Zealanders every day on air and OnDemand.

TVNZ reaches

1.4 million18-54 year olds

TVNZ 1 reaches over

1 million25-54 year olds

TVNZ 2 reaches

928,00018-49 year olds

Source: Nielsen TAM, TVNZ Released, 5+, 30 Dec 18 - 29 Jun 19, All time, Consolidated, Google Analytics 13+

©2019 TVNZ

2. EMOTION

©2019 TVNZ

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

Emotion is crucial for brand building.

Renowned academics Peter Field and Les Binet have shown that the very large profit effects from advertising are almost twice as likely to result from emotional ads than rational ones.

NZ’s biggest

advertising stage

1.0

0.20.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

RationalSO

V e

ffic

iency

Emotional©2019 TVNZ

Source: Field and Binet, The Long and the Short of It, UK 2013.

Source: Karen Nelson-Field: The Benchmark Series: Emotions and Advertising.

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

More proof:Professor Karen Nelson-Field’s major study asked the question: Does emotional advertising boost advertising effectiveness?

Her findings demonstrated the link between strong reactions to advertising and resulting sales impact, the bit that really counts for advertisers:

Nelson-Field found that ads which generated a high emotional response had a

than ads which elicited a low response.

30% greater sales impact

Strong emotional reaction

Weak emotional reaction

167128

©2019 TVNZ

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

Why?Broadcast TV is THE platform that allows you to create ads that elicit strong emotional responses because long-form video works best to tell a story with a beginning, middle and end with creative audio and visuals.

You can’t do that in a 6-second ad

with a big

button in front of you!

SKIP

©2019 TVNZ

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

Why?

“ There is nothing like video for manipulating people’s emotions. The combination of moving pictures with music, in particular, is amazingly powerful for getting people to feel things.

”Les Binet, TVNZ Speaker Series 2018

©2019 TVNZ

When you add emotions and reach together, you get fame.

“ When you get emotions at scale, where you move people on mass emotionally, that’s when you get fame, that’s when you get people talking, that’s when you get people sharing, that’s when you get herd behaviour, and that is a tremendously powerful amplifier of the effects of paid communication spend.

Les Binet, TVNZ Speaker Series 2018 ”

Source: IPA Databank, 2004-16 cases.

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

1.0

1.3

0.2

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

Rational Fame

SO

V e

ffic

iency

Emotional

©2019 TVNZ

3. TIME©2019 TVNZ

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

Remember: play the long game – fame doesn’t happen overnight but it’s worth it when it does.One of Field and Binet’s essential messages is that if advertisers spend too little time on brand-building, it limits brand equity growth.

Sale

s up

lift

ove

r b

ase

Time

Short-term effects dominate - 6 months

Sales activation / Short-term sales uplifts Brand-building / Long-term sales growth

Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, (Figure 02).

©2019 TVNZ

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

Bruce Springsteen

Bruce Springsteen, quoted in “The three C’s of customer satisfaction” McKinsey & Co, March 2014.

©2019 TVNZ

“ Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

Emotional campaigns are more effective on almost all business metrics especially long-term.

Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figures 18).

©2019 TVNZ

The longer the time frame the more emotions drive profit

% reporting very large profit growth

1-2 years

Campaign duration

3+ years

23%27%

23%

13%

43%

21%

Rational

Combined

Emotional

1. REACH

2. EMOTION

3. TIME

BRAND FAME

=

+

+

NZ’s biggest

advertising stage

TV is a powerful platform for creating brand associations that last for decades.

It’s the best place to create consistent emotional messaging that sticks in people’s minds over time.

©2019 TVNZ

NZ’s biggest

advertising stage

And, at the end of the day that’s why our viewers trust us. After all, we’ve been doing this TV thing since 1960...

©2019 TVNZ

NZ’s biggest

advertising stage

So if you want to make your brand famous, talk to us.

©2019 TVNZ