tv and outdoor summary
TRANSCRIPT
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Tv and OutdoorUsing outdoor to strengthen a TV
campaign
April 2011
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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
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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
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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
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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
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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
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Summary
• Complementary – time, audience, geography
• Higher cover & better frequency for same £
• Increased awareness & enhanced brand perceptions
• Delivers better ROI, Sales and increased consideration
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Want to find out more?
Contact the JC Decaux research team to find out how you can use outdoor to amplify your TV campaign