Television advertising is still tops for viewers when discovering and watching new programming -- this according to a Knowledge Networks report. Traditional TV promotion got a 46% score.
Second place went to word-of-mouth marketing (38%), coming from in-person or phone conversations. WOM marketing has gained increasing value in other studies as well. TV stories about TV programs and/or reviews came next, ringing up 32%.
But all this changes substantially when it comes to near-term viewing decisions. While TV promos are still important (37%), interactive program guides took a close second (32%) in terms of value to viewers. Word-of-mouth marketing was next (27%), followed by TV stories and/or reviews (24%).
Looking at just online video, word-of-mouth marketing was the easy leader in terms of overall marketing value (41%). Search engines came in at second place (32%). Then came stories/reviews on the Internet (27%).
Hot marketing tool social media did not fare as well in either category -- earning a 14% number when it came to traditional TV shows, this when talking with friends or family. It did a bit better with online videos, at 20% -- but it came in sixth place in overall value.