30 January 2009
MEDIA RELEASE
FOR IMMEDIATE RELEASE
Television Is The Most Influential Medium Despite Newspaper Claims
The Newspaper Advertising Bureau (NAB) has challenged a comment made in the release put out by this office earlier this
week. The comment they referred to was: “television remains the most effective medium for reaching and influencing consumers”.
NAB, in response, states “people who have read a newspaper in the past week are more likely to act upon advertising in a daily newspaper than on
radio or television” and “it’s a stretch for them to claim leadership in reaching and influencing consumers when research doesn’t support the
claim”.
While the NZTBC members have the utmost respect for newspapers and their ability to call some consumers to action, the
NAB’s extrapolation of that ability into making newspapers the most effective medium for reaching and influencing
consumers is a drawing a long bow indeed.
Television reaches over 2.8 million people daily which translates to 73% of the population (5+) while daily newspapers
claim 1.6 million readers daily and struggle to reach half of the adult (15+) population cumulatively (48.5% for all New
Zealand dailies combined, according to Nielsen Media Research, down from 49.4% a year ago).
Television reaches more of an advertiser’s prospects each day than any other medium.
Adults spend significantly more time with television than with any other medium.
International research has shown the public perceives television ads as the most influential, authoritative, exciting
and persuasive.
Recall of television ads can last years, far outlasting newspapers; local television programmes such as Fair Go featuring the best television ads of the year do very well in the ratings, as consumers actually have an interest in
the ads.
ENDS
Note:
Television audience data from AGBNielsen
Newspaper audience data from Nielsen Media Research