TV sponsorship helps build brand affinity

TV sponsorship helps build brand affinity

New evidence suggests that targeting people via their favourite TV shows has a positive and lasting impact on building brand affinity, proving its effectiveness as an advertising medium. The study found that the personality fit between a viewer of a sponsored TV show and the sponsoring brand is 53% higher than the fit between the sponsoring brand and a non-viewer. Viewers have strong affinities with their favourite TV shows and sponsoring brands borrow from the show’s personality, encouraging viewers to feel that the sponsoring brand is more for them. It also increases brand awareness, particularly for brands that are lesser known, where both their brand and advertising awareness scores were substantially higher for viewers of the TV shows they sponsored. (Brand awareness was 17.2% points higher than for non-viewers and 1.1% points higher for well-known brands.) TV sponsorships are perceived to be costly and therefore signify success, amplifying the brand stature. Viewers of a sponsored TV show are significantly more likely to believe the sponsoring brand is popular than non-viewers (78% vs.68%) Viewers were twice as fast as non-viewers to agree they would recommend the sponsoring brand. When the sponsorship creative was a good fit with the TV show, key brand health metrics for viewers of the sponsored show were 5% points higher than for non-viewers. When the fit was less obvious they were 2.4% points higher. In the long term metrics were maintained; in the six months following the end of a TV sponsorship, whilst ad awareness fell, brand health metrics fell at a far slower rate. On average, looking at 16 completed sponsorships one month after they...
Ad-funded free Wi-Fi kiosks launched by BT and Primesight

Ad-funded free Wi-Fi kiosks launched by BT and Primesight

The state-of-the-art replacements for London payphones finally launched this week, with Camden the first borough to turn on the shiny new machines. The new InLinkUK kiosks, which allow hundreds of users to access Wi-Fi, will also provide free landline calls and marks the next step in the evolution of payphones in the capital. Created via a partnership with BT, Primesight and Intersection, they will provide free Wi-Fi, calls and phone charging services – all funded by the incorporated digital advertising. The free services supplied by the kiosks will be funded by the ad revenue generated, but other “premium services” such as maps, directions and local services will also be available. Sensors will feature on the new Links, which can capture real-time data relating to the local environment, including air and noise pollution, outdoor temperature and traffic conditions. This could potentially introduce a new range of “smart services” to local councils and communities based on the Internet of Things, says BT. Only two 55-inch digital ad display Links have been installed on Camden High Street so far, with at least 1,000 InLinks being installed across central London and major cities across the UK over the next few years.   Advertisers will be able to buy on a ‘share of time’ basis in the kiosks placed only in high footfall, inner-city locations. They have also been designed to be seen by pedestrians as well as motorists. InLink will offer advertising for national brands, but will also support “community commerce” allowing local advertisers to buy screen time. It also offers opportunities to tailor ads to the weather and can promote local businesses...
Different devices dominate certain sectors reveals study

Different devices dominate certain sectors reveals study

New research reveals which sectors are most dominated by the different devices in terms of the time people spend visiting them. The research measuring the cross- device behaviour of nearly 5,000 UK adults. Smartphone Device Usage – Health / Fitness sector – (Fitbit & NHS) – Is the most dominated by smartphone usage. Smartphones account for 82% of the time people spend visiting health/fitness sites and apps. People / Family / Lifestyle – (Netmus & BBC Good Food – The second most dominated by smartphones 69%. Sports Sites – (Sky Sports & BBC Sport) – 63% Tablet Device Usage – Property Sites – (Rightmove & Hoopla) – Is the only sector dominated by tablet usage. Tablets account for 67% of the time people spend on property sites. PC Device Usage – Technology Sites – (Telecom brands Virgin & BT) – 84% Government / Law Sites – 83% “Media owners and advertisers must adapt their offering or behaviour to more accurately reflect how people are most likely to be visiting them,” said Dr. Hannu Verkasalo, CEO, Verto Analytics’. “Is the rush to embrace mobile, for example, right for you? Clearly it is for the likes of health, lifestyle and sports – while property seems absolutely made for tablets – but certainly not for government, law and telecoms sites. People still prefer to use PCs for these as it remains dominant for functional, practical type behaviour.” Verkasalo said that the news/weather sector in particular “should take heed” of how users access their content and not necessarily rush to target mobile. “Publishers shouldn’t overlook that desktop still accounts for 65% of the...
26% of media consumption will be mobile in 2019

26% of media consumption will be mobile in 2019

By 2019 it is predicted that 26% of global media consumption will be accessed via mobile internet, up by 19% usage in 2016. 122 minutes a day will be spent accessing the internet via mobile per person. In 2010 this figure was just an average 10 minutes. From 2010 onwards the growth of internet consumption on mobile devices has had a yearly average increase of 44%. A growth in sales of devices and increasingly quicker rates of accessing the internet with mobile compatible websites has added to this increase. This rate of growth appears to be slowing down in 2017 including growth in media consumption. The average person spent 456 minutes consuming media in 2016, up from 411 minutes in 2010 – an average increase of 2% a year. However despite this growth, traditional media – printed newspapers and magazines, broadcast television and radio, cinema and outdoor advertising – will still account for 69% of global media consumption in 2017. People will spend an average of 316 minutes a day with traditional media this year, down from 364 in 2010. TV is still the largest single medium by consumption time, averaging 170 minutes of viewing per day this year, compared to 140 minutes for the internet. If you need help ensuring your marketing budget is invested in the right traditional and non-traditional media platforms so you STAND OUT and get results contact our award winning team for impartial media planning and buying expertise on standout@themediaangel.co.uk or call us on 02921 320...
Online Newspapers Daily Traffic

Online Newspapers Daily Traffic

It has been a very impressive month for express.co.uk, according to the latest ABCs. 2 million people visited the site daily in April, a 7.8% increase in web traffic. Telegraph Online achieved a 4.5% boost in daily browsers which equates to 182,383 added daily visitors. Trinity Mirror Regional Network up 2%. Bristol Post up by 7%. MailOnline suffered a -2.3% decline (350,700) in daily visits but continues to be the most popular online news site with 15.1 million daily browsers. Metro’s web traffic was also down by -2.9%, while the online-only Independent was down -0.7%. Wales Online down 4% Daily Post down by 7% ABC *theguardian.com is not included in this month’s ABC Web Traffic Certification as it transitions to a new data analytics provider that does not currently supply ABC with sufficient data for an audit. Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email standout@themediaangel.co.uk for award-winning media planning and buying...
RAJAR Q1: 2017 –  What you need to know

RAJAR Q1: 2017 – What you need to know

Rajar releases the recent results for the radio market in Wales; giving us insight into the current listening patterns of Welsh radio fans. We have put together a brief overview of the top line stats. Wales Heart South Wales has continued to be the number one commercial radio station in Wales with 451,000 listeners despite dropping 36,000 listeners from Q4 2016. Capital North West & Wales gained an impressive 29,000 additional listeners, reaching 192,000 listeners per week, 19%. The Wave is on the comeback after losing 17,000 listeners last quarter, they have regained 7,000 listeners increasing their reach to 26%. Radio Pembrokeshire continues to achieve the highest percentage weekly reach of any radio station in Wales at 35%. Smooth South Wales has dropped 5.5 listening hours taking their average listening hours to 9. As Heart North Wales takes the top spot with 10.1 hours and Swansea Sound in close second with 9.6 hours. Capital South Wales & Heart South Wales both saw a loss of listeners with 16,000 and 36,000 National The majority of national stations saw weekly reach decline during the first quarter of 2017 – some much more than others – but the radio industry still continues to post healthy listening figures. • Total Global Radio (UK) maintains its lead in the rankings with almost 22.7 million loyal listeners each week – down just 0.3% quarter-on-quarter (QoQ) and up 2.1% year-on-year (YoY). • Global’s Heart Extra performed particularly well, up 20.6% YoY. • LBC Network performed well in the first quarter of the year and managed to grow its weekly reach by 5.5%. Over the year, that...

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