During May sweeps, Fox talks up TV as advertising platform

The May ratings sweeps are on in the US. Mediaweek reports Fox commissioned research conducted by Marketing Evolution which concludes

– TV delivers the strongest consumer awareness relative to dollars invested.
– TV influences about twice the volume of impact for purchase intent, although print is a very cost-efficient method to effect purchase intent.
– TV can even be used effectively as a targeted medium to produce more effectiveness toward consumer purchase intent.
– TV can be used successfully in either launching a brand or maintaining a brand

Jon Nesvig, president of Fox Broadcasting sales, explained the impact of the report on Fox’s upfront positioning. “During the upfront, we will make all of our digital assets available to advertisers and include them in packages. But when you strip away all the veneer, television is still the most powerful way for advertisers to reach consumers,” said Nesvig.

He continued to explain that despite TV’s challenges–continued questioning of the proper negotiating currency used to determine pricing in the upfront and increased fragmentation that has led to an overall drop in prime-time ratings–he believes the medium is still the most important in influencing consumer spending decisions.

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