Targeting the mature market but not on TV yet?

If you are spending monthly budgets for £25k+ in newspapers & magazines with products that target the mature market then TV is a great addition to your schedule.

The 65+ market are high consumers of daytime TV, so how can you tap into this potentially lucrative audience?

As always we take a considered and results-driven approach. We can see what’s working with an initial learning phase, at low risk to you, by carefully selecting the right channels from the wide variety of channels available. Application of this knowledge is vital if you want to make your budget work as effectively as possible.  The programming in daytime is low engagement so response rates are higher, and due to the wide variety of channels available you can select the channels with lower viewing figures to make it low risk during the learning phase.

Many agencies buy TV as a package of channels, the sales house bundles channels together and you agree a budget across these channels, but they can weight the delivery by channel to suit their inventory.  This is fine for branding and products with a very broad audience, but if you are going for a niche audience (like 65+) then there is too much wastage for this approach to be efficient.

For example the UKTV channels would include Drama, Alibi, Yesterday, Home, Really, Gold, Eden (all good for 65+) but also Goodfood, W, Dave (not good for 65+) – the same would be true of the Sky packages. By selecting only the top ranking channels you increase the chances of success and maximise your audience. AJ’s strategy ensures that the budget works to suit your business, not the agendas of the sales houses.

Adults 65+ view TV mainly in a comfort, unwind or In Touch state

The states typified by the 65+ audience and indeed the programming within them, are conducive to response; for comfort and unwind they are in relax mode, the content is low engagement and easy to view and for In Touch it is news, current affairs and documentaries – again programmes that are easy to interrupt and to act on an ad.

In contrast, the higher states for a younger audience are distract and indulge, which include series and movies which are highly engaging.

Target Channel Group … A65+ IMPACTS (R/W) A16+ IMPACTS (R/W) Proportion of 65+ viewers
A65+ Total 69,619,061.02 196,041,963.86 35.5%

The stats above show the % of viewing impacts that are 65+ as 35%, the 65+ population is 23% therefore there is a positive index of 152 so a very strong market to get targeting through this medium.

Attinger Jack can help you approach TV on a low-risk, test basis. Every channel on your schedule would be chosen purely to deliver the best results for your business and not for any other reason.

 

 

The Power of TV Advertising in Four Charts

In the age of Digital Media, with all its online sources and playback TV, you may think advertising on live TV isn’t the force it once was. Although live TV competes with these different avenues of entertainment, it remains an extremely powerful medium.

The following Thinkbox charts highlight the significant reasons for this and when combined with test budgets that range from £20K to £40K, it is a low risk, manageable and of course accountable strategy. There has never been a better time to test TV. Despite competition from online and other streams of advertising, TV has the lion’s share of ad viewing time with a dominant 95%.

In terms of how adults spend their ‘media day’, no other medium comes close to TV, with TV being over 1/3 of the average adult consumption – this compares to press at 3% and magazines at 1%!

Not only does TV command the top spot in ad viewing time but it is also shown to be the most enjoyed form of advertising. Unlike online ads, which consumers can feel to be intrusive and cold, TV ads are seen as positive and can be more emotive. For this reason avoidance is low and it also means you have far more control over the information you wish to pass on to the consumer – you can’t make them read certain aspects of your ad, or even look at it in the newspaper,  but having someone’s attention for 30/60/90 seconds is something that is hard to replicate with any other medium in a positive way.

 

Finally let’s talk profitability. TV is highly efficient and according to research carried out by Thinkbox it delivers a stronger ROI than all other mediums.  One of the reasons TV is so effective is because it has the highest headroom for spend –you can deliver more volume on TV, because of its scale and popularity, before your spend becomes inefficient.

To explore how AJ can take your business to the next level contact Lesley Bowman on 01225 758222 or email lesley@aja.co.uk.