TV most important advertising medium for winners of leading brand rankings 2005
December 2005 TV is by far the most important advertising medium in the media mix of the top brands of 2005. This shows an examination of 5 popular brand- rankings in Germany carried out by SevenOne Media, sales house of the ProSiebenSat.1 Group. According to it, the winners of the leading brand-awards invested on average 63 % of their gross-advertising volume in the medium TV in 2004. Print is second with 27 % of the spendings the other media accounted for about 10 %. Therewith TV advertising remains the most important column of brand communication.
With the increasing economic relevance of the brand value the media strategy of companies also gains additional importance. TV with its emotional and brand oriented approach plays a key role in addressing consumers. The evaluation clarifies that the emotionalizing of a brand contributes considerably more to its success than rather rational or price oriented advertising messages. So TV advertising influences the brand value in a very special way.
Peter Christmann, member of the sales and marketing executive board of ProSiebenSat.1 Media AG and managing director of SevenOne Media: "The result shows that TV is in the center of long-term strategic brand management. No other medium reaches so many people so fast and brings not only emotions and images but also information in equal measure. ".
Following rankings and brands were evaluated: Marken-Award 2005: Henkel, DWS Investments, O2 best brands 2005: Ebay, Adidas, Samsung GWA Effie Gold 2005: VW Touareg, Jägermeister, Dove Interbrand 2005: Coca-Cola, Microsoft, IBM AME Awards 2005:VW Polo, Vorwerk, TUI, Häagen Dazs
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