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THE MEDIA APRIL 2018

TV PLANNING Traditional TV still does well Nevertheless, Botha confirmed that traditional television continues to do well. “It is still a powerful platform. SABC is still the most dominant platform in South Africa... Their audiences are enormous. No one can really compete with them. E.tv continues to do well also, and is really making huge strides in the OVHD space. Some of their content is now also available on DStv and has shot to being some of the most watched programming on the platform! DStv is also growing; 40 odd percent over the past three years – with Compact and Access leading the charge. TV, as I said earlier, is still alive and well”. Proof of the continued efficacy of TV lies in the numbers, Botha argues. “TV still attracts 50% of all advertising spend. Big retailers like Shoprite, Pick n Pay and Massmart are on TV every single week of the year. They would not do this if it weren’t working. It also has the lowest CPT of all traditional media platforms, and kicks butt for the majority of advertisers.” In the UK, Thinkbox, commercial TV’s marketing body, actively promotes the efficacy of TV, with a barrage of research and information. One of the most recent studies, commissioned by Ebiquity & Gain Theory, was ‘Profit Ability: the business case for advertising’, 2017. Crunching data from over 2 000 advertising campaigns across 11 categories, revealed that: “TV advertising is responsible for 71% of total adgenerated profit within three years, at the highest efficiency and for the least risk.” The equivalent radio marketing body in the UK, Radiocentre, has just released a study it commissioned with Equity: ‘Re-evaluating Media: What the evidence reveals about the true worth of media for brand advertisers’. It identified the five most important media attributes for growing a brand in the long term as targeting the right people in the right place at the right time, increasing campaign ROI, triggering a positive emotional response, increasing brand salience, and maximising campaign reach. The results confirmed TV as the best performing medium, followed by radio. Interestingly ‘Media in Focus: Marketing effectiveness in the digital era’, commissioned by Google, Thinkbox and IPA, suggested that the digital revolution has actually increased the potential effectiveness of most forms of marketing, including traditional media. While TV is still the most effective medium, online video makes it work even harder. As Botha put it: “TV certainly isn’t going anywhere soon”. • Having spent some decades working in media agencies, Britta Reid now relishes the opportunity to take an independent perspective on the South African media world, especially during this time of radical research transformation. P 32 The Media | wagthedog.co.za


THE MEDIA APRIL 2018
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