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Mumbai , Nov. 19

WHILE the reach of television is growing by the day, and offers advertisers a cost-effective and measurable medium, it is more effective when used in combination with print, according to speakers at the 2nd National FMCG Conclave.

Today, TV reaches about 72 million homes, with cable and satellite alone reaching 40 million homes, according to Mr Rajat Jain, Executive Vice-President, SET India. "No other medium has such a national footprint."

Television also reaches the lowest common denominator better than other media: it has a reach of 50 per cent, while print has a reach of 22 per cent, radio 15 per cent and cinema eight per cent, Mr Jain said.

"In terms of demography, too, it reaches across the spectrum, and also targets a psychographic variety. So, it can address micro targets at various channel, genre, time and programme levels."

It is also more cost-effective, as the cost per thousand is lower, and it can build pretty cheap frequency.

As an engaging audio-visual medium, TV also has greater "persuasive power" as it can pitch an emotional value proposition better, Mr Jain said.

And most importantly for advertisers, there is accountability and measurement, of not just programme reach, but also of advertisements.

However, there are limitations to TV: increasing audience fragmentation and channel zapping makes it harder reaching the consumer, and geographic targeting is not possible, according to Mr Bharat Kapadia, Editor and Associate Publisher, Chitralekha.

Besides, print enables engaging the consumer's senses of touch, smell and feel, and exposure to the advertiser's message at the consumer's convenience.

"A study in the UK showed that an entire day's news on a TV news channel can actually be printed in a 25x4 print ad."

With greater innovations in print in the form of sampling and split editions, it is possible to target more effectively, and the recent media multiplier study has shown that by adding print to their media plans, advertisers can increase brand recall significantly, Mr Kapadia said.

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