Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
July 27, 2023 LINEAR TV EFFECTIVENESS
The TVB released their 2023 updates to a pair of comprehensive studies conducted by GfK. As in previous years, their Media Comparisons and Purchase Funnel reports aim “to understand media usage in the US and the influence of different media platforms on consumers’ purchase decisions.” The Media Comparisons Study mirrors 2020 census data and provides “a clear picture of national media habits”, while “The Purchase Funnel Study concentrated on consumers in key advertising sectors.” (rbr.com: 7/20/23)
From the Media Comparisons Study:
Source: GFK TVB Media Comparisons Study 2023
Source: GFK TVB Media Comparisons Study 2023
From the Purchase Funnel Study:
Source: GFK TVB Purchase Funnel Study 2023
Source: GFK TVB Purchase Funnel Study 2023
THE FRANCHISOR’S TAKE: TV CONVERTS BETTER
The CEO of home improvement Franchise, Honest Abe Roofing, shared his three core strategies for success. Topping the list is “Run ads on local television.” While digital, promotions and billboards also work, “local TV ads convert better” because viewers are “already on the second step of the sales funnel by picking up the phone and calling.” His other strategies: “incentivize your salespeople” and “respect and care for employees.” (Entrepreneur: 7/19/23)
REINVENTING TV NEWS
In 2017 professor at Northeastern University launched the Reinventing Local TV News Project, in an effort “to help shape a future where TV news better attracts young viewers.” The first two phases helped identify the need for more diverse and engaging content and found that when advanced animation and graphics are added to stories, audience interest and comprehension increase. Now, in its third phase, the school is accepting applications for fellowship spots at three stations in top markets, and a fourth fellow to “produce content steeped in animation and graphics.” (TVNewscheck: 7/25/23)
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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