As you would expect, TV viewing figures have increased and this provides an opportunity for advertisers to either gain some brand awareness or, more importantly right now for most advertisers, to drive business.
As we are easing out of lockdown and businesses are able to trade slightly more freely than they have been for the last 2 months, there is a great opportunity to either test TV or go back onto to TV if you have tried it before and it has not given the returns you hoped for. Here are some of the reasons why from a recent Thinkbox study.
Linear TV viewing (live rather than on demand) has increased by 21%, the most significant category has been previous ‘light’ viewers where this has increased by 51%. Daytime viewing has surged as has the ABC1 and 16 – 34 audience. This group is essentially those who work full time, have busy lives and have less time in ‘normal life’ for watching – so they have been previously hard to talk to through TV advertising, making them more valuable.
Shared viewing has increased by 30% and big screen viewing makes up 71% overall – so families are sitting down together rather than watching in isolation – this is a better environment for advertising as it provokes discussion.
Karcher started on TV at the beginning of lockdown when they were restricted by their retailers closing and they saw an increase in their search volume of 300%
Out & Out have spent at a steady £25k a month and have seen more than 5 times the return on spend on their outdoor furniture so are due to start with indoor in June.
So TV has never been better value, there is a high supply of inventory, lower pricing (30% down on this time last year), more flexibility in booking deadlines, higher engagement in TV viewing and if you are targeting ABC1’s then you would typically get a high wastage during daytime (which is offset by pricing but you still can’t reach the younger working population) and now you can literally have your cake and eat it. And here’s one to tempt you:
If you are a brand looking to emerge strong from a very low spend to build back some momentum and gain share of voice; a TV advertiser who has tested TV in the past and not seen the returns or you are new to TV altogether – we can help you to take advantage of TV. It could just help you gain a valuable advantage from the current situation.