TV Ads Signalling Success: Driving Strong Fitness, Trust, and Popularity Signals

TV ads play a crucial role in signaling success by driving strong fitness, social, trust, quality, confidence, and popularity signals among adults. The strength of these signals varies across different media channels, with television emerging as a powerful platform for engaging audiences. Fitness and social signals are particularly highlighted, showcasing the impact of TV advertising on consumer perceptions and behavior.

• TV Ads
• Signalling Success
• Fitness Signals
• Trust Signals
• Popularity Signals

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Uploaded on Aug 27, 2024 | 15 Views

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1. Signalling Success

2. TV ads drive the strongest fitness, social and trust signals Ad signalling power by media channel (% positively scoring / agreeing to statement) - Adults Signal Average TV Newspapers 32% 43% 34% Financial strength 31% 50% Confidence 47% 58% 'Fitness' signal average 37% 50% Magazines 38% 32% 45% 38% Radio 37% 32% 49% 39% Social Media 19% 21% 40% 27% Video sharing 22% 20% 42% 28% Quality 32% 49% 39% 44% 37% 37% 39% 52% 50% 43% 49% 44% 39% 37% 40% 44% 41% 41% 42% 48% 39% 38% 41% 40% 24% 32% 32% 38% 29% 31% 33% Well known Popularity Success 'Social' signal average 25% 36% 30% 47% 26% 37% 29% 38% 28% 39% 20% 28% 19% 29% Trust All measure average Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654)

3. TV drives strongest fitness & social signals 60% FITNESS SIGNAL (% POSITIVELY SCORING / AGREEING 60% SOCIAL SIGNAL (% POSITIVELY SCORING / AGREEING Fitness signal Social signal 50% 49% 50% 50% 42% 41% 40% 39% Ave social signal 39% 38% Ave fitness signal 40% 40% TO STATEMENTS) TO STATEMENTS) 33% 32% 28% 30% 27% 30% 20% 20% 10% 10% 0% 0% TV Newspapers Magazines Radio Social media Video TV Newspapers Magazines Radio Social media Video sharing sites sharing sites Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654)

4. TV ads deliver quality, self-confidence and strength signals Fitness signals 70% FITNESS SIGNALS (% POSITIVELY SCORING / 58% 60% AGREEING TO STATEMENTS) 50% 50% 49% 49% 50% 45% TV Newspapers Magazines Radio Social media Video sharing sites 43% 42% 40% 39% 39% 38% 38% 40% 37% 34% 32% 32% 32% 28% 30% 27% 22% 21% 20% 19% 20% 10% 0% Fitness signal Confidence Financial strength Quality Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654)

5. TV ads drive the strongest popularity and success signals Social signals 70% SOCIAL SIGNALS (% POSITIVELY SCORING / 60% AGREEING TO STATEMENTS) 52% 50% TV Newspapers Magazines Radio Social media Video sharing sites 49% 48% 50% 44% 44% 43% 42% 41% 41% 41% 40% 40% 39% 39% 38% 38% 40% 37% 33% 32% 32% 31% 29% 30% 24% 20% 10% 0% Social signal Well known Popularity Success Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654)

6. TV, magazines & radio deliver strongest trust signal Trust to deliver on promises made 35% TRUST SIGNAL (% POSITIVELY SCORING) 30% 29% 30% 28% 26% Average trust signal 25% 20% 19% 20% 15% 10% 5% 0% TV Newspapers Magazines Radio Social media Video sharing sites Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654)

7. TV & radio signal the strongest emotional trust TRUST High & Automatic High, more effort 100% % Agree TV Radio Magazines Newsbrands Video sharing sites FAST! SLOW Social media Emotional Trust Rational Trust 0% Low & Automatic Avg RT Low, more effort Reaction time Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654). Please see notes for detail on implicit trust calculation.

8. Ad signalling power by media channel 16-34s Ad signalling power by media channel (% positively scoring / agreeing to statement) - 16-34 Signal Average TV Newspapers 29% 46% 18% Financial strength 28% 48% Confidence 40% 55% 'Fitness' signal average 33% 50% Magazines 36% 29% 38% 34% Radio 34% 30% 40% 35% Social Media 18% 21% 34% 24% Video sharing 21% 18% 38% 25% Quality 23% 38% 26% 41% 41% 39% 40% 50% 57% 48% 52% 36% 35% 31% 34% 42% 42% 40% 41% 40% 42% 38% 40% 39% 32% 37% 36% 39% 37% 38% 38% Well known Popularity Success 'Social' signal average 24% 35% 33% 48% 18% 28% 27% 36% 27% 36% 23% 29% 17% 29% Trust All measure average Source: Signalling Success, 2020, house51/Thinkbox. Base: 16-34

9. Ad signalling power by media channel 35-54s Ad signalling power by media channel (% positively scoring / agreeing to statement) - adults 35-54 Signal Average TV Newspapers 33% 43% 36% Financial strength 33% 51% 35% Confidence 48% 57% 48% 'Fitness' signal average 38% 50% 40% Magazines 37% 35% 49% 40% Radio 35% 28% 47% 37% Social Media 22% 20% 36% 26% Video sharing 23% 25% 49% 33% Quality 46% 41% 39% 42% 55% 52% 44% 51% 47% 48% 41% 45% 46% 49% 48% 48% 50% 42% 38% 43% 39% 23% 31% 31% 40% 31% 31% 34% Well known Popularity Success 'Social' signal average 25% 38% 30% 48% 27% 40% 29% 42% 26% 38% 18% 27% 22% 32% Trust All measure average Source: Signalling Success, 2020, house51/Thinkbox. Base: 35-54

10. Ad signalling power by media channel 55+ Ad signalling power by media channel (% positively scoring / agreeing to statement) - adults 55+ Signal Average TV Newspapers 34% 41% 46% Financial strength 33% 50% 37% Confidence 53% 62% 60% 'Fitness' signal average 40% 51% 48% Magazines 39% 31% 47% 39% Radio 41% 38% 57% 45% Social Media 18% 22% 50% 30% Video sharing 22% 18% 40% 26% Quality 46% 31% 34% 37% 52% 42% 39% 44% 47% 35% 39% 41% 44% 32% 34% 37% 51% 34% 38% 41% 42% 18% 29% 30% 37% 21% 25% 28% Well known Popularity Success 'Social' signal average 27% 37% 29% 45% 31% 42% 31% 37% 31% 41% 20% 29% 19% 26% Trust All measure average Source: Signalling Success, 2020, house51/Thinkbox. Base: 55+

11. Ad signalling power by media channel online retail Ad signalling power by media channel (% positively scoring / agreeing to statement) - online retail Signal Average TV Newspapers 35% 44% 39% Financial strength 34% 52% 33% Confidence 51% 58% 58% 'Fitness' signal average 40% 51% 44% Magazines 44% 39% 50% 45% Radio 44% 38% 52% 45% Social Media 18% 18% 41% 26% Video sharing 22% 20% 49% 30% Quality 50% 40% 44% 45% 59% 55% 52% 55% 44% 40% 43% 43% 52% 45% 45% 48% 54% 43% 43% 47% 50% 26% 40% 39% 44% 32% 39% 38% Well known Popularity Success 'Social' signal average 30% 41% 36% 51% 29% 41% 35% 45% 33% 44% 24% 31% 24% 33% Trust All measure average Source: Signalling Success, 2020, house51/Thinkbox. Base: online retail

12. Ad signalling power by media channel FMCG Ad signalling power by media channel (% positively scoring / agreeing to statement) - FMCG Signal Average TV Newspapers 32% 46% 32% Financial strength 30% 53% Confidence 45% 58% 'Fitness' signal average 36% 52% Magazines 41% 29% 47% 39% Radio 38% 29% 47% 38% Social Media 18% 20% 37% 25% Video sharing 17% 19% 39% 25% Quality 30% 44% 36% 38% 33% 31% 34% 43% 43% 35% 40% 42% 41% 32% 38% 38% 38% 39% 38% 45% 34% 36% 38% 31% 22% 23% 25% 30% 21% 23% 25% Well known Popularity Success 'Social' signal average 23% 33% 26% 43% 24% 35% 28% 37% 28% 37% 17% 24% 17% 24% Trust All measure average Source: Signalling Success, 2020, house51/Thinkbox. Base: FMCG

13. Ad signalling power by media channel mobile phone network Ad signalling power by media channel (% positively scoring / agreeing to statement) - mobile network Signal Average TV Newspapers Quality 32% 45% 29% Financial strength 31% 50% 31% Confidence 46% 63% 43% 'Fitness' signal average 37% 52% 35% Magazines 35% 30% 37% 34% Radio 39% 30% 50% 40% Social Media 21% 25% 47% 31% Video sharing 26% 23% 38% 29% 47% 39% 41% 42% 61% 56% 51% 56% 44% 38% 41% 41% 44% 39% 41% 41% 45% 39% 38% 41% 45% 24% 39% 36% 44% 35% 36% 38% Well known Popularity Success 'Social' signal average 27% 38% 37% 52% 26% 36% 26% 36% 31% 39% 24% 32% 20% 32% Trust All measure average Source: Signalling Success, 2020, house51/Thinkbox. Base: mobile phone network

14. Ad signalling power by media channel home insurance Ad signalling power by media channel (% positively scoring / agreeing to statement) - home insurance Signal Average TV Newspapers Quality 29% 38% 36% Financial strength 30% 44% 34% Confidence 46% 53% 52% 'Fitness' signal average 35% 45% 41% Magazines 30% 30% 43% 35% Radio 27% 32% 46% 35% Social Media 19% 21% 37% 26% Video sharing 22% 20% 42% 28% 42% 36% 32% 37% 47% 47% 37% 44% 46% 38% 31% 38% 42% 40% 37% 40% 47% 40% 35% 40% 36% 24% 28% 29% 35% 28% 25% 30% Well known Popularity Success 'Social' signal average 21% 34% 22% 41% 23% 37% 28% 36% 21% 35% 17% 26% 16% 27% Trust All measure average Source: Signalling Success, 2020, house51/Thinkbox. Base: home insurance