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Three Things Each Month That Marketers Need to Know

In Summary Latest research shows that TV sponsorships and product placements are more effective in terms of brand recall than just TVCs The more integrated the sponsorship the greater the impact of the sponsorship (integrated is both product placement and bumpers which connect with the programme content) Considerations for advertisers Advertisers should look beyond standard TVCs and consider TV programme sponsorships, which are more effective because the deeper the sponsorship, the greater the uplift in brand/ad metrics. Integrated content is slightly more effective for holding viewers’ attention, and fully integrated sponsorships were found to build mental availability, thus helping to grow the brand. Some Take Aways More is more: More sponsorship elements were found to increase all key brand and advertising metrics. More “opportunities to see” = more attention: Sponsorships enabled more brand time on screen, which has a direct impact on the attention seconds captured by brands. Deeper TV sponsorships can build deeper memories: Sponsorships were found to build mental availability and agreement with campaign messages, while standard TVCs alone did not. Integrated content is typically more impactful: Sponsorships with integrated content (ie product placements) generated more uplift in key metrics than other elements (TVCs and sponsorship bumpers) because viewers pay more attention to brands in content than ads. More on this story Source: WARC Published: Sept 2023 Based on study of 2,200 Australian TV viewers aged 18-69, 8 brands & 64 ad assets: Full Article Here More on TV Sponsorships here CURRENT LIVE SPONSORSHIP OPPORTUNITIES INCLUDE: From Channel 4: Tasteful Living, E4 Everyday Entertainment, E4 Channel Partnership, Showcase drama, HGTV Channel Partnership. From Sky / Channel 5: Gardening Weather Report 2024; European Rugby on TNT Sports 2023/2024; Sky Sports News (various time slots). Plus lots more opportunities to tailor to your business. Interested? Contact Us

Latest Research on Impact & Effectiveness of TV Programme Sponsorships

TELEVISION ADVERTISING

Dec 2023

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Q5 in advertising typically relates to the period immediately after Christmas into January. Historically in  the television and digital advertising sectors, we've seen ad prices fall in this period when some advertisers slow spend after the spending frenzy of November, Black Friday and the run up to Christmas. And we have seen the 26 December to 3 January as a particular hot spot for return on ad investment with many people not working and having time on their hands - and therefore consuming media. Here are some themes and opportunities for you to consider how you should think about Q5: New Year's Resolutions and Fresh Starts: Q5 marks the beginning of the calendar year, making it an opportune time for advertisers to tap into the audience's motivation for New Year's resolutions and fresh starts. Campaigns that align with health, wellness, personal development, and lifestyle changes can resonate well during this period. Time on Hands: we have seen the 26 December to 3 January as a particular hot spot for return on ad investment with many consumers not working and having time on their hands - and therefore consuming media. Advertisers are encouraged to consider this period as an ideal time to promote products and services, leveraging the increased media consumption potential. Spring Season and Renewal Themes: as we move beyond January, we look forward to the arrival of spring, providing advertisers with an opportunity to incorporate themes of renewal, freshness, and new beginnings into their marketing campaigns. Products and services associated with springtime activities, outdoor pursuits, travel, and home improvement can be highlighted. Clearance Sales and Promotions: early New Year is a historically strong time to implement clearance sales and promotions. This strategy helps clear out existing inventory, attract budget-conscious consumers, and create excitement around discounted offerings. ​ In summary, the period 26 December through into February offers advertisers some unique seasonal opportunities, leveraging the momentum of the new year, consumer spending patterns, and seasonal themes to create impactful and targeted marketing campaigns.

Q5 - When Ad Prices Fall & Why Advertisers Need To Get Onboard

MARKETING EFFECTIVENESS

Dec 2023

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