Use of Media Changes Step by Step / TV Still Leads in all Target Groups / Classical and New Media are Used in Tandem
April 2007 More than 900 participants took part in the 4th TV Effect Days in Frankfurt on April 17th and 18th. The future use of media and TV was at the core. The main results of the eleven presentations: The daily media budget has increased sharply in the past few years. New, complementary forms of media such as the Internet are being used. Mainly, TV profits from the increased media budget and is showing an increased level of use in all target groups. In the process, users today attribute specific strengths to the individual forms of media and are integrating them into their usage patterns as needed. The organizers of the TV Effect Days are the two marketing agencies, SevenOne Media and IP Deutschland. Cooperation partners were ARD-Werbung SALES & SERVICES and ZDF Werbefernsehen.
As a prelude, Dr. Renate Köcher, CEO of the Institute for Demoscopics in Allensbach, explained in her keynote address, “The Use of Media in the Multi-Optional Society“, that the abundance of media that is available today has significantly increased in the last 15 years. Compared to 1990, when on the average only eight TV stations could be received, in 2006 there were already 52. A similar development can also be seen in other kinds of media. In this “multi-options society”, individual forms of media are playing an increasingly clearer role, depending on their specific strengths. The Internet medium is primarily used for targeted searches for information while TV provides anchor points for entertainment as well as information. At the same time, more time is being invested in the use of media on the whole. For example, today more than half the total population watches more than three hours of television a day, a trend that can be seen in all age groups and, in particular with the 14 to 29 year olds.
The presentation by Jürgen Keil, Project Manager at ifm wirkungen+strategien, revolved around the question as to whether TV advertising is an irritant or rather an experience flow. The in-depth psychological study established the relationship between television broadcasts, psychological reception habits and advertising. The result is that just short of 90 percent of those questioned rated the reception model as positive or neutral. Only about 10 percent found the reception model negative.
In his address, "How Buyers Become Loyal Customers“, Dr. Robert Kecskes of GfK Panel Services presented the results of a study on the medium term effects on sales of TV advertising. This study concluded that television is the central channel of communications, even in a fragmented society. Using the example of a brand campaign, it was shown that brands using TV advertising acquire 24.8 percent more regular customers with an established product than without the usage of the television as a medium.
Daniel Haberfeld, Director of Research at SevenOne Media: “The fourth TV Effect Days demonstrated impressively that the change to the media scene through digitalization took place gradually. Besides the Internet, TV is the only medium that is increasing in use. And thereby, television remains the leading medium both in quality and in quantity in the changed media scene.”
Jan Isenbart, Department Manager for Media Research and Services, IP Deutschland: “Many presentations of studies have shown that the omnipresence of television in the life of the consumer is uninterrupted. The consumer should remain an even stronger viewer in the next few years rather than mutate into a hyperactive user. For effective marketing communication, it means continuing to rely on the proven effective mechanism of TV, but to also carefully add new channels provided they prove to be relevant for the target group.”
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