Broadcast industry group ThinkTV has launched a campaign including a special edition of NZ Marketing magazine, a new website, OOH, and a TVC focusing on TV’s continued reach, effectiveness and ROI for advertisers – against market conditions where revenues are falling.
Titled ‘The TV Advertising Paradox,’ the magazine and website components of the campaign feature contributions from some of the marketing industry’s best-known thinkers and practitioners. They include Peter Field, James Hurman, Professor Karen Nelson-Field, Sharon Daly and Frankie Coulter, 2024’s YouTube NZ Marketing Awards Marketer of the Year.
ThinkTV’s General Manager Communications Jacqueline Freeman says the central theme of the campaign is that TV continues to perform exceptionally well, delivering outstanding results for advertisers – but these results aren’t currently reflected in TV’s share of spend.
“It doesn’t make any sense. Actually, it’s pretty incredible. Here you have a platform offering incomparable mass reach, attention, effectiveness and ROI for brands, that marketers are diverting spend from because something less effective has become flavour of the month,” Freeman says.
“Believe me, there may be a lot of chatter about TV being dead. But to paraphrase Mark Twain, that news has been greatly exaggerated, and the data absolutely proves it. We want to reignite the debate about TV’s role in the advertising mix, and to help foster conversations among marketers and their agencies – because TV is still the most powerful channel available to them by far.”
TV is a powerful option
TV still reaches 3.1m Kiwis every week, watching an average of 3.5 hours of free-to-air and broadcaster video on demand (BVOD) every day. Streaming BVOD platforms owned by New Zealand broadcasters have also experienced remarkable growth, climbing 9.3% among all adults in the last 12 months, and particularly among people aged 18 to 24, which grew by an incredible 25.7%.
“The campaign reveals hard data from Nielsen on the reach of BVOD for the first time, the audiences who are watching, and the hugely positive effect on incremental reach,” James Hole, ThinkTV Chairman, says.
“It challenges all the myths and preconceptions about TV advertising, from audience to cost to effectiveness, and the big one, how it compares against digital. We really hope marketers will look at the data with an open mind, consider the expert opinions, and reappraise TV as the powerful option it is in the marketing toolbox.”
One contributor to the content of the campaign, Goodman Fielder CMO Frankie Coulter, was more forthright: “If one more so-called expert tells me TV is dead, I’m going to @#$&ing lose it. We run TV ads and our sales go up. End of @#$&ing story.”
To find out more about the campaign and the effectiveness of TV, visit thinktv.nz.
