AUCKLAND, Today: ThinkTV has launched a bold new campaign reminding marketers why TV still packs a punch, even as ad spend shifts and industry myths persist.
The campaign includes a special NZ Marketing edition, a refreshed website, out-of-home placements, and a new TVC under the title The TV Advertising Paradox.
It features insights from leading industry voices like Peter Field, James Hurman, Professor Karen Nelson-Field, Sharon Daly, and 2024’s Marketer of the Year, Frankie Coulter.
ThinkTV’s General Manager of Communications, Jacqueline Freeman, said the campaign’s central message is that TV continues to deliver exceptional results for brands.
“It doesn’t make any sense. Actually,it’s pretty incredible. Here you have a platform offering incomparable mass reach, attention, effectiveness, and ROI for brands, that marketers are diverting spend from because something less effective has become flavour of the month,” Freeman says.
“Here you have a platform offering incomparable mass reach, attention, effectiveness, and ROI for brands, that marketers are diverting spend from because something less effective has become flavour of the month.” – Jacqueline Freeman
“Believe me, there may be a lot of chatter about TV being dead, but to paraphrase Mark Twain, that news has been greatly exaggerated, and the data absolutely proves it.
“We want to reignite the debate about TV’s role in the advertising mix, and to help foster conversations among marketers and their agencies – because TV is still the most powerful channel available to them by far.”
TV still reaches 3.1 million Kiwis weekly, with people watching 3.5 hours of free-to-air and BVOD content each day on average. Locally owned BVOD platforms have also surged, growing 9.3% among all adults in the past year—and 25.7% among the 18–24 demographic.
James Hole, ThinkTV Chairman, says the campaign showcases Nielsen data on BVOD reach, audience behaviour, and the power of incremental reach for the first time.
“It challenges all the myths and preconceptions about TV advertising, from audience to cost to effectiveness, and the big one, how it compares against digital. We really hope marketers will look at the data with an open mind, consider the expert opinions, and reappraise TV as the powerful option it is in the marketing toolbox.”
Frankie Coulter, CMO at Goodman Fielder said, “If one more so-called expert tells me TV is dead, I’m going to @#$&ing lose it. We run TV ads and our sales go up. End of @#$&ing story.”
- More info here: thinktv.nz
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