Television Downside
Audience Share Decreasing: Network Prime Time audiences have decreased from 90% in 1980 to just 36% in 2005..
VCR/DVD Usage: As VCR and DVD player use increases, the impact of TV commercials decreases. Most homes (85%) have at least one VCR and DVD household penetration in the U.S. has reached the one-third mark in just a few short years.
Channel Surfing: Commercials are a time for surfing. Consumers jump from channel to channel to avoid the commercials. Personal video recorders make it even easier to dodge the ads, giving consumers the power to skip over commercials even in live broadcasts.
Restricted Viewing: 92% of viewing is done in home, making it impossible to reach at POP.
Decreased Viewing as Income Increases: Adults who earn $60K+ watch 26% less TV than the average.
Cost and Clutter: Production costs are high and there is commercial clutter.
Light Viewers: 40% of viewers are considered "light" viewers (about 90 minutes of TV per day).
TV Plus Radio
Adults with $50K+ HHI spend almost equal time with TV and radio. By adding radio to your mix, you can double your impact on this upscale audience.
By way of Imagery Transfer 3 or 4 consumers who have seen your TV commercial will recall the visual images and message when hearing the radio commercial. 75% even imagine themselves in the commercial.
Radio has less expensive production costs. Spending less on production will allow you to budget more to reach and frequency of your campaign.
