Brands spending 2/3rd of marketing spends on TV: Meera Iyer

Meera Iyer, CMO, Medlife, shares valuable insights on TV Advertising in the age of multi-modal communication

e4m by exchange4media Staff
Updated: Feb 5, 2020 3:28 PM
TV First

“Competition in terms of spends is between three mediums today - TV, print and digital,” said Meera Iyer, CMO, Medlife, at the second edition of the e4m TV First Conference.

Iyer was speaking on the topic: TV Advertising in the age of Multimodal communication. She showcased in her session three slides that gave strong insights in terms of brand metrics and what works best for brands.  

In the first slide she spoke about TV brand metrics and how brand equity is the single largest pie in any valuation exercise. She emphasized that roughly 37% of a business value is its brand. “Brand metrics are directly linked to business outcomes i.e. salience and consideration. The other metric that every brand owner coverts for is differentiation which drives loyalty.”

She shared with the audience how TV fares vs rest of the mediums. She showcased a pie chart in which TV took the biggest share by having the highest consumption versus digital, including all activities. It is a 80-20 split between mobile and desktop.

She also showed that about 12,000 brands advertise on TV and that most of the brands are spending 2/3rd of their marketing spends on TV. Going forward in the slide, she shared that when it comes to trust, TV drives trust and stands at no. 4 position. “People usually go from Word Of Mouth, Print, Customers Reviews and TV,” she added.  

Iyer also highlighted that TV has a great reach of about 8,3500 million people which is by far the largest medium.

During the session, Iyer also shared anecdotes from her previous experience about how TV has helped in reaching out to a larger audience.   

Lastly, she stated that brand metrics and business results move with TV advertising as seen repeatedly with many brands. “Of course today TV alone is not the answer but it should be the lead where budget permits. Clearly, brands have resorted to TV to get that leap, which no other medium is able to match for the cost.”

The e4m TV First Conference was supported by Zee TV.

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