When we talk about daytime TV, in broad terms, we think about 9am to 5pm, Monday to Friday. The industry splits this into three sections though; Coffee from 9am to 12pm, Daytime from 12pm to 4pm and pre-peak from 4pm to 5:30pm.
Whilst we talk about DRTV and Daytime TV as a whole, we often, although not exclusively, find that there’s one daypart amongst these that performs particularly well. Coffee.
Breakfast can be notoriously tricky to get working at any scale as TV is an accompaniment to their morning routine. As soon as we flip past 9am though, we often find quite considerable improvements.
RAPSURE, our proprietary response analysis tech, gives us some insight as to which stations are performing, but we need to use some more of the tools at our disposal to really unearth the truth. The IPA’s insight tool, TouchPoints, allows us to see what people are doing and who they are with whilst watching TV at different points in the day.
The research here shows that between 9am and 12pm, people watching TV are most likely to be watching on their own, and are at their most positive. It is also interesting to note that it is a low point for watching with children, and whilst this is not unique for this daypart, it is a potentially important factor.
If we now combine that audience insight (people are watching on their own and are positive) with the data from BARB, we see that the Coffee daypart also has lower rating TV spots than the rest of the day, with the exception of overnight up to 9am.
This combination of lower rating spots, and an audience that is watching alone in a positive mood, seems to make for a great environment for direct response TV advertising.
The next step to explore how this could be of maximum benefit to your business, would be to arrange a conversation with your team at All Response, and ask for TouchPoints analysis to be added to your monthly results documents.
Your team will be able to analyse which times of day are most effective, and provide insight into the audience activity, mood and company, whilst watching your TV commercials. They will then be able to use this data and insight to suggest a testing matrix to expand your TV schedule, and look into other media opportunities which reach people in similar moments. This could be particularly effective when planning to include online video within your TV campaigns.
