Three-quarters of internet users across 50 markets around the world report watching traditional TV on a daily basis, compared to one-quarter who report watching video on a digital device with that frequency, according to results from a TNS survey of more than 55,000 internet users around the world. The US results largely hewed to the global average, with three-quarters watching TV daily compared to 24% watching video daily on a PC, laptop, tablet or mobile.
TV’s wide reach helps explain its stated advertising effectiveness. In a new MarketingCharts Debrief, “Advertising Channels With the Largest Purchase Influence on Consumers”, TV emerged as the paid advertising channel with the largest stated influence on consumers, while online video lagged towards the bottom. TV ads proved far more influential even to Millennials, the generation most likely to say their purchases are influenced by online video ads. The study found TV’s weekly reach to be approximately 50% higher than for online video – but separate data suggests that TV viewers are exposed to as much as a full hour of TV ads each day, compared to around 2 minutes of video ads per viewer. Read the rest at MarketingCharts.