• 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 / Understanding the power of the flagship TV spot!

Understanding the power of the flagship TV spot!

10th October 2017 by Kris Archer

It’s the run-up to Christmas, which means the return of several flagship programmes from the big broadcasters.

Over the last couple of weeks, ITV have relaunched the X Factor, where ratings continue to slide: 15 adult TV rating points (TVRs) in 2017 vs 16 adult TVRs in 2016. The Great British Bake Off has found a new home on C4, which has seen it deliver C4’s biggest show to date on launch night, with 8.72m viewers tuning in – albeit down on BBC Bake Off figures, which launched with a viewership of 13.58m. So what does this type of programming offer as opportunities for performance advertisers?

Rather than broadly booking at a station level, the targeting and testing of ‘hero spots’ (occasional higher rating impactful spots in a balanced schedule) can offer a great opportunity to be associated with key programming and drive performance in-line with an advertiser’s core TV schedules, thereby offering additional levers to scale ad spend.

Key considerations when looking to test would include

  1. Targeting of spots with relevant content and high penetration of core audience (product/ audience association, whilst reducing wastage)
  2. Initial testing to focus at a regional/ micro level, as opposed to booking at a national level to reduce risk before scaling nationally
  3. Understanding the most efficient audiences to trade against and compare against costs of the core schedule. You can then understand if the increase in costs has the opportunity to deliver the required uplift in response to drive a cost-efficient response – typically we see visit response rates (RR%) increase c. 3-5x higher in peak vs. daytime
  4. Although the rise of dual-screening has enabled advertisers to divert from typical daytime schedules, understanding the macro impact of these spots will also be beneficial, as typically response tails are longer when compared to daytime advertising
  5. Understanding the softer metrics as larger impacting spots will generate increased cut-through and potentially improve other key performance indicators (KPIs), including consideration and improvements to acquisition channels
  6. Aligning of online channels: make sure your PPC and retargeting have uncapped budgets to help harvest incremental demand

Additional benefits to consider would include:

  1. Ability to launch new TV campaigns, generate big impact, without breaking the bank
  2. Test new creatives to understand quickly if the advert is driving the desired response
  3. Reach incremental audiences in a cost-effective way
  4. Outsmart the competition: take ownership of core audiences, whilst being perceived as being large spenders and market leaders

All Response Media Viewpoint

The balance between efficiency and volume will continue to be the age-old battleground, although a smarter deployment to how we evolve advertisers’ spend into the larger, traditionally more expensive areas will be the key to success, helping grow their businesses further.

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