Please fill in your details below to access this file

Not all reach is equal: TV commands more attention than social video

As The Benchmark Series consistently demonstrates, TV’s superior screen coverage and viewability drives greater attention and higher sales impact than social video, irrespective of device.

From the TV in your living room to the mobile in your hand, a social media newsfeed or the full-screen experience of Broadcaster Video on Demand (BVOD); an ad placement in each of these environments is considered a viewable impression. However, attention paid when viewing advertising in each of these channels and devices is vastly different.

The Benchmark Series, an independent, large-scale in-home study that looks at how Australians engage with advertising across different platforms and devices, highlights the disparities in paid reach for various forms of video advertising. By measuring the same advertising execution across devices, the research shows that while attention is high and remains that way for BVOD and linear TV, the same cannot be said for social video such as YouTube and Facebook. The study proves that not all reach is equal, and that quality reach delivers bigger business impact.

Attention strongly correlates to sales impact with Benchmark finding TV in all its forms generates the highest short-term advertising strength (STAS). TV’s lowest STAS device significantly outperforms the best of online.

Share this article

More like this

The Benchmark Series: Cross Screen Effects

Facts & Stats / The Benchmark Series

The Benchmark Series: Cross Screen Effects

The results from The Benchmark Series have consistently demonstrated that the superior screen coverage and viewability of TV drives greater attention and delivers higher sales impact than social video, irrespective […]

The Benchmark Series: Overview

Facts & Stats / The Benchmark Series

The Benchmark Series: Overview

Five tranches of the Benchmark research have now been conducted and before you sit down to nut out your media spend, here’s what you need to know.

The Benchmark Series: Viewability

Facts & Stats / The Benchmark Series

The Benchmark Series: Viewability

As part of The Benchmark Series, ThinkTV commissioned Dr Karen Nelson-Field, a Professor of Media Innovation at The University of Adelaide, to conduct an independent, large-scale in-home study into how Australians really engage with […]

The Benchmark Series: Emotions and Advertising

Facts & Stats / The Benchmark Series

The Benchmark Series: Emotions and Advertising

Does emotional advertising boost advertising effectiveness?

The Benchmark Series: Video advertising on mobile

Facts & Stats / The Benchmark Series

The Benchmark Series: Video advertising on mobile

The mobile tranche of The Benchmark Series from Professor Karen Nelson-Field compares the awareness, coverage and, most importantly, the sales impact of TV, Facebook and YouTube video advertising delivered via […]

The Benchmark Series: Memory Decay

Facts & Stats / The Benchmark Series

The Benchmark Series: Memory Decay

In “Advertising Effectiveness: The Long and the Short of it”, Les Binet and Peter Field showed that advertising works in two ways; in the short term to drive sales amongst […]