The first lockdown saw some stark changes in TV viewing behaviour which play into the hands of advertisers, making TV more cost effective and vital than ever if you want to grow your business.
Linear TV viewing increased by 21% for all adults, and by 51% for light viewers. This means that you can get to the ‘harder to reach’ viewers with not only scale but frequency which is key to response (video on demand increased by 45%).
Daytime viewing increased by 63% for ABC1 adults – so you can now reach the working population through a daytime TV schedule, which means the cost per thousand reduces by about 50% against this audience, not allowing for any discounts.
Shared viewing increased by 30% – this is the perfect environment for advertising. Large screen, rather than mobile or tablet and people consuming together means that they are discussing and receptive in particular to ads that would involve the family in the decision making process, home improvements in particular.
The increase in impacts has led to an increase in supply and the pricing therefore has dropped, meaning TV is even better value – we really can buy a fantastic daytime-only campaign for spends as little at £15k a month.
As a result of all the above, TV advertisers have seen a huge surge in web traffic when they ran TV campaigns, some as much as 400% across a huge range of products from pressure washers to Sipsmith Gin. It has also helped both online and offline retailers to tap into the huge demand with a starker than ever divide between the web traffic with TV running and the traffic without.
TV is a very positive medium and a lifeline for people right now. It has helped people remain positive, connected and informed and provided a welcome escape from what is the toughest thing that most of us have been through. It has changed people’s habits out of necessity and many people say that they have valued this so much that it will change their lives when normality resumes – less viewing individually and more shared family time.
If you are thinking about TV then now is the time to action it. You will not regret it and it will change your business forever.
At AJ, we provide a script to screen process, we can help you at every step to ensure a smooth and low-risk test.
If you are ready to talk TV please contact Lesley Bowman – lesley@aja.co.uk
With thanks to Thinkbox for their shared stats and key information.