You can have your cake and eat it

Thinkbox Lockdown Stats

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:

Gratuitous pic demonstrating homebaking prowess under lockdown

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.

 

Media Update from Alice Buttling

In a week where we thought things might be getting clearer with the promise of a ‘road map’ to exit lockdown, it seems the opposite has happened and there is more confusion than ever (and frustration I am sure). Not a huge amount has changed on the media landscape, but there is certainly talk of pricing returning to ‘normal’ from June with the ‘lockdown’ deals coming to an end, but this will obviously be dependent on demand, results and circulations from a direct response perspective. Below is a quick snapshot by sector.

Newspapers – the circulations have settled, with winners and losers, but even the ones that decreased have not seen significant drops.  Sunday papers are seeing increases in double figures in the case of Sunday Times and Sun on Sunday.  Circulations were up 6% on average in the week running up to VE day – it was welcome to see news on something other than COVID19.  For the rest of the month at least there will still be some great deals, which will make the CPT lower than pre-lockdown – we have seen many clients getting some of their best ever results and ‘out of season’ spikes thanks to a combination of pricing, engagement and product suitability; in fact for some the biggest issue has been not being able to get enough stock.  For those who have been most impacted by the lockdown in terms of accessing their customers, it could be a good time to take advantage of the prices as we emerge at the end of the month.

TV – still going strong with linear viewing up 21% and VOD viewing up 45%.  The largest increases from 16 – 34 and ABC1 audiences.  72% of viewing is now on the ‘big screen’ taking 10% share from mobiles and the largest increases are from group viewing over individuals.  There is still a large appetite for news with a 45% increase, but also family viewing such as films seeing a 34% rise.  With pricing set to remain low on Channel 4 and ITV (Sky are currently putting their prices back in for June) there has still never been a better time to be on TV.  As recent study by Thinkbox showed their direct sellers web traffic increased by over 300% when they started on TV during lockdown enabling them to sell direct whilst the retailers were closed.

Inserts – third party inserts have struggled to despatch the volumes they forecast as these would have been planned way before any of this happened so there is a bit of catch up in this area, however subs for mags are getting great results and there are many deals to be done as the availability is high due to many advertisers who typically run large insert campaigns pulling out – mainly travel.

Magazines – still a very strong sector with subs high – the real winners being home interest and hobby titles magazines and news/current affairs.  The prices are set to revert for the August issues, out in July, but this will be gradual and there will still be some good deals in these issues I think.  I would expect September to be back on track for them.

Postcard mailing– Now is certainly the time to make contact with your database, whether this is a customer base to cross/upsell to or an enquiry base to start easing into making appointments from existing leads, this will undoubtedly be the most cost effective exercise and it could not be any more flexible or low risk with a printed postcard at 60p, regardless of volume you can dip your toe in and test the water then ramp it up quickly if the results look good.

Mail newspapers carried out some research with their readers and found that 1 in 3 of those surveyed have bought from e commerce sites they have not used before, 50% of those who have not ordered online groceries before have done so for the first time and intent to continue.  They have seen a 56% increase in use of their voucher code site in April and people are saying that they will choose to come out of lockdown very slowly – with mail order purchasing being favoured over high street retail.  Now is the time to make a good impression and reap the benefits of changed consumer behaviour – more virtual meetings, online shopping and less face to face contact.  Top of the list for when lockdown ends though is getting a haircut and having a beauty treatment so that we can emerge back into society without the Zoom filters.

Alice Buttling, MD, 15th May 2020

Make the most of these turbulent times

Our clients are already starting to feel the impact of the effects of Coronavirus: in the last week the number of responses they are getting to their press ads have dropped and we have clients with a lead/appointment/sale model who are seeing up to 30% of their appointments being cancelled.

Again we are faced with uncertainty, in particular with what the Government will do next and how that impacts our lives and of course how far and wide this virus will spread.

Most of our clients don’t have a retail presence and they are far more focussed on generating sales than building a brand, so how do we ensure that their businesses continue to thrive in the current time (given we don’t have any clients selling anti-viral hand gel or loo rolls…)?

Firstly, stay light on your feet.  We book the majority of space short term anyway, so that is easy – there will be less people out and about and buying newspapers, so it is highly likely that the circulations will take a hit in the next few weeks – especially if we go into ‘lock down’.  There will be lots of space available as many clients (travel companies are doing it already) are cancelling space.  People will still be buying newspapers though, so it just means you need to buy cheaper – stick with day to day short term and pick up some bargains

Secondly, up your TV advertising – there will be more people at home watching TV, the available inventory will increase and again there will be travel clients pulling airtime so it will be a buyers market.  Higher TV consumption, lots of boredom = online shopping heaven!   It is like the sweet spot between Christmas and New Year when the working population is off, you can therefore reach them with daytime time TV (far cheaper than peak airtime that you would usually have to buy to reach them) and more responsive as the programming is low engagement.  So if you have a TV ad and you are an online retailer then you could really make the most of a bad situation.

 

Quooker appoints Attinger Jack

We are very excited, and rather proud,  to have won the Quooker account for press & TV from September.

This is a real case of playing the long game – we first met with this client over four years ago and we have always felt that we could make a real difference to their business.

The appointment comes at an exciting and important time for Quooker,  coinciding with the launch of their incredible new product ‘The Cube’.  This includes new TV creative, the main objective of which is to both build the brand and drive sales through the retailers.  We also felt that there was a huge potential market in selling direct, something they currently do by default from their advertising rather than running a true DR campaign.

We’re looking forward to building a long, rewarding relationship and helping Quooker to grow their already very successful business even further.

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.