August 1 2016

Facebook vs TV – What’s More Effective?

Josh Marketing Dealership, Social Media, Vehicle Photography, Video Production

For the answer, which may or may not be surprising, we’ll look at a study that measured the overall average neurometric primed tv performance of people aged 21-54 in the US.

These metrics are TV ads primed by TV ads (we’ll use “TV”) and TV ads primed by Facebook ads (“FB”).

Approach/Withdrawal
- TV 0.52
- FB 0.57
Engagement
- TV 0.53
- FB 0.63
Emotional intensity
- TV 0.52
- FB 0.56
Memory encoding (details)
- TV 0.48
- FB 0.57
Memory encoding (global)
- TV 0.44
- FB 0.59

So there you have it. Facebook wins across the board. What’s important to note is that the details and engagement metrics associated with FB are stronger than TV. Details (like which dealer presented the information) are particularly helpful in pulling in viewers that are willingly tuned in to your ad.

In conclusion, with reference to our last blog post about social media, you don’t need to get yourself on social media, but it’s been rising up as a very important part of digital marketing.

Source: DMA Research 2016 Statistical Fact Book