• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Controlling uncertainty: Managing the impact of external factors on TV campaigns

Controlling uncertainty: Managing the impact of external factors on TV campaigns

10th September 2019 by Rhona Dalglish

External influences including political, social and even meteorological issues affect your daily choices (more than you may realise) and so can have a significant consequence on the response rates of TV campaigns. This is particularly true for the third sector when donating to a charity may be considered a ‘luxury’ by some, meaning that external events can have a very clear impact on response rates and overall ROI’s if not managed promptly.

Across the years we have identified many examples of national/ global events and news stories driving a short-term decline in responsiveness for international third sector clients in countries including Italy, the Netherlands and Denmark.

Italy
The recent political upheaval in Italy has been underlying for a while but came to a head on the 9th August when Matteo Salvini, deputy prime minister and leader of the far-right League party, called for a snap election due to fractures in the current coalition government.

Google trends highlight the domestic uncertainty this created, reducing interest in overseas charity causes e.g. famine significantly in the short term. However, interest in these causes quickly picked up once the heavy news coverage on the crisis lessened a few days later.

Changing viewer patterns during the crisis also caused a fall in impacts across entertainment stations, with audiences switching over to news channels to keep abreast with the latest updates. Upturning the charities usual TV strategy and calling for rapid station level optimisations to ensure ROI remained on target.

The Netherlands
During the global news coverage on the Amazon fires in late August, we rapidly identified a decline in response rates for many of our charity clients, as potential donors gave to charities in support of/ working within the Amazon region instead.

Interestingly, this particularly affected a global animal charity working in the Netherlands, visible on Google trends. When Dutch audience interest peaked for ‘amazon fire’ it also spiked for animal charities with a larger universal presence e.g. WNF (the Dutch branch of WWF) and Greenpeace but declined for the less globally known charity.

Denmark
In February 2018, the death of Prince Henrik of Denmark was the main news headline which caused a decline in web visit response rates for a Danish charity working internationally.

The shift in programming and viewership towards the national news worked to a disadvantage for the charity with an overseas cause, with 50% of the 10 poorest performing programmes being news/ Prince Henrik related.

The saddening national news meant that there was less focus on international priorities and thus a decrease in donations to the international charity the week following.

All Response Media viewpoint
Although it’s impossible to control external factors when planning a TV campaign, it is possible to make significant optimisations to campaigns once impactful news breaks – if you act quickly – before your competitors secure the available sought-after airtime. Our proprietary ARMalytics tool gives planners this advantage; breaking down results by various dimensions to rapidly identify the source of a declining response rate, which can then be optimised.

As these examples demonstrate in the world of TV planning where uncertainty is certain, real-time optimisations are the most definite way to manage the impact of external influences.

Read more information on our TV services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy