Television has credibility & power to evoke emotions, say experts
On the panel were industry heads Kartik Subramanian, Nipun Kaushal, Poulomi Roy, and Sandeep Shukla
The first panel discussion at the second edition of e4m TV First Conference was on how brands put money where their trust is.
Among the panellists were industry heads from across different brands - Kartik Subramanian, Category Head- Children's Art and Craft, Pidilite Industries; Nipun Kaushal, CMO, PNB Metlife Insurance; Poulomi Roy, Chief Marketing Officer, RSH Global, and Sandeep Shukla Head Marketing & Communication – Global Operations, Jaquar Group. The session was moderated by Naziya Alvi, Associate Editor-exchange4media.
Alvi opened the floor with the key question on whether brands were spending on TV as much as they were in the past. Is it still the first preferred choice for them? What is their media mix and how much are they still spending on television versus other mediums?
Subramanian shared that a large part of their spends goes on TV. “Television is an important part of our media mix but we are also experimenting with digital. It varies for the brand and the TG but 60% of our spending goes on TV advertising.”
Roy, who is into the business of personal care, said that they spend 60% on television, 20-25% on digital and rest on the other mediums.
Kaushal said the media mix changed from sector to sector and depends on the category of the brands. “For the brand campaign, television gets maximum of the wallet but if it's another campaign then the budget is divided among more mediums. Print advertising budget has gone down for sure but television has an advantage of mass reach. We spend 30-45% of our spends of television advertising.”
Adding more insights, Shukla said: “There has been a change in the mix and there has been a drop in the percentage and that money has gone into digital. However, TV still has the lion’s share for advertising. We spend 30-35% on television.”
“For our category or any other, TV brings a lot of credibility and you may not get the same credibility on digital though it will give you frequency but if an ad is coming on TV it becomes more credible,” he added.
Agreeing to Shukla’s statement, Kaushal said, “Life Insurance is a tangible product, television gives you that credibility in creating that emotional connect for a brand and when you are looking at the mass audience in tier cities, till date television plays a role where it looks more authentic and which has a mass promise.”
The panel discussion was concluded on the note - television has the credibility and power to evoke emotions. “As a marketer we look at it that what is that impact this medium has on my TG. Television has been in our life for more than 20 years and digital is growing. For brands like ours, awareness on television is fastest, quickest and credible.”
The e4m TV First Conference was supported by Zee TV.
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