Why does TV work?

Why does TV work?

Here are five reasons why TV advertising is in such good health. 1. Television delivers audience Between 2010 and 2018, adult impacts in the UK have remained remarkably stable – in fact, they’ve actually increased, from 867.4m to 873.6m (BARB). Among the 16-34-year-old demographic, impacts have fallen from 203.5m to 158.1m (BARB). 2. TV commands attention The rise of ad-free, subscription-based television platforms has been taken as proof that advertiser-funded television is on the wane.  But this viewing and these subscriptions are incremental, not substitutional. While 2018 can boast record subscriptions in the UK to Netflix (9.1m) and Amazon Prime (4.8m), the same is true of subscriptions to the three leading pay TV cable and satellite platforms, all of which carry advertiser-funded channels: Sky, Virgin Media, and BT Sport (15.1m). 3. TV dominates spend The spend behind television advertising is reliable and robust. In 2010, advertisers in the U.K. invested £4.1bn in TV advertising. In 2017 – following the great recession of 2008-2010 and its medium-term consequences – the figure had risen to £4.8bn. 4. TV delivers the best efficiency Across every sector and every category, the ROI data indicate that television is the most efficient media available to advertisers. TV delivers the strongest ROI in the short term (£1.73 for every £1 invested), more than radio (£1.61), print (£1.44), online video (£1.21), online display (£0.82), and out-of-home (£0.57). Short-term – for campaigns measured in weeks and up to six months – ROI is holding up. In 2008, TV’s ROI was £1.70, whereas today it’s £1.73. 5. TV is the most effective medium No other medium delivers ROI at...
TV Versus On-line Video Consumption

TV Versus On-line Video Consumption

There has been much discussion recently on the way consumers are viewing video content… Whether via YouTube, on-line or TV channels, bringing to the forefront the question of whether broadcasters need to evolve in line with viewer expectations of video. The following statistics show our consumption of video content *In 2015, 61.6% of all video viewing was on Live TV *14% of video content accessed was on Playback TV. *38.5% of users viewed videos online * 56% of 16-24 year olds consumed videos online *YouTube has reached more 18-34 year olds on mobile alone than any commercial TV channel in the UK and 50% of those aged between 16 and 34 have accessed YouTube on a TV set. * 90% of this age group own smartphones and 60% own tablets. * 41% of this age group said that they would choose YouTube above TV as a source for videos. * 59% of this age group are more likely to find content on what they are interested in by searching on YouTube. * YouTube claim brands should consider pushing 24% of their TV budgets into Youtube in order to reach younger audiences The reason for these increasing video online stats is simply control, convenience and content relevancy. Basically put, viewers can watch what they want, when they want and how they want to….as a platform for advertising, however, it still needs to mature. This said TV remains at the forefront for video viewing and it remains extremely effective as a mass-reach advertising medium. Where Online video advertising does not offer the same mass reach in a single moment from brand...
National Botanic Garden of Wales Have Launched Their Summer Campaign

National Botanic Garden of Wales Have Launched Their Summer Campaign

Their objective was to ensure they attract more families with children over the summer period. With the opening of their Butterfly House (Plas Pilipala) on 1st July they were keen to promote themselves as more than just The National Botanic Garden of Wales, showcasing all they have to offer for the entire family including adventures such as zip wiring, zorbing  and a straw bale maze. We began with their new promotional video created for use online, which does just this with fabulous images of all of their activities including their beautiful gardens and plants….It certainly entices us to go back time and again.  This is all backed up with an impactful mixed media campaign put together including interactive articles, takeovers and inventory online, outdoor advertising. This is all backed up with an impactful mixed media campaign put together including interactive articles, takeovers and inventory online, outdoor advertising with bus, 6 sheets, and a radio sponsorship. With beautifully eye-catching visuals and repeating the key messages promoting all that they have to offer we are sure this will be a successful summer for the National Botanic Gardens Of Wales. Outdoor 6 Sheets: Take a look at the promotional video below in English and Welsh –   Butterfly House – English Version     Plas Pilipala – Welsh Version We love making our clients marketing objectives and goals a successful reality, so make sure you get in touch with us. We’ll help you over deliver on your objectives and together achieve fantastic...
Go Air Trampoline Park has landed in Manchester!

Go Air Trampoline Park has landed in Manchester!

We’ve been extremely busy over the last couple of months, helping Go Air launch Manchester’s biggest trampoline super park. We started working with Go Air early in 2015 with the launch of the first site in Cardiff in October 2016. Manchester is Cardiff’s black-and-yellow sister venue, and we’ve been working hard to implement a high impact launch campaign to a wide audience in this location. With 200 wall to wall trampolines, battle beams, giant air bag and bounce basketball Go Air in Manchester has something for everyone. The park even hosts fitness classes and is available for public birthday parties. Go Air were keen to target all adults including families with children and teenage groups to raise awareness of the park’s opening over the Easter break. The team required our expertise on effectively reaching their audience in the right places at exactly the right time, through the most cost effective means. We put together a targeted campaign that included airtime on popular Manchester radio stations Capital North West and Key 103, along with a Drive Time promotion on Capital to build anticipation and excitement around Manchester’s largest trampoline park. Click here to see Capital North West hosts Rob and Wingman at Go Air Manchester. In order to be precise in reaching families with children we included adverts and a competition in the Manchester edition of the Primary Times which is distributed to Primary schools and families specifically. To ensure we were remaining targeted and producing minimal wastage we took advantage of the precise geo-targeting technologies provided by ITV Player. We ran a campaign delivering impressions to all adults with children...
TV advertising spend in the UK tops £5 billion for first time

TV advertising spend in the UK tops £5 billion for first time

TV advertising revenue in the UK reached £5.27 billion in 2015, according to figures provided to Thinkbox by the UK commercial TV broadcasters. This is the sixth consecutive year that TV advertising revenue has grown in the UK. The figure represents all the money invested by advertisers in commercial TV: linear spot and sponsorship, Broadcaster VOD, and product placement. Based on data from Nielsen, online businesses invested over £500 million in TV in 2015, an increase of 14% on 2014. Google, Facebook and Netflix spend over 60% of their marketing budgets on TV advertising. While Motors increase TV spend by 18% to £318 million, finance increased by 17% to £428 million, and household FMCG increased by 14% to £199 million. Facebook was last year’s biggest new TV advertiser, investing £10.8 million. TV advertising is 30% cheaper than 10 years ago Despite some recent inflation in TV advertising prices due in part to increased advertiser demand and some decline in TV set viewing, in 2015 TV advertising was 30% cheaper in real terms than 10 years ago. TV advertising at a glance: Commercial TV reaches 98.2% of the UK every week (BARB, 2015) An average broadcast TV campaign in the UK (of 400 TV ratings) gets 234 million views (BARB, 2015) The TV advertiser with the most views across 2015 was 30.5 billion TV advertising £ for £ has the highest return on investment with an average of £1.79 profit for every £1 invested (Ebiquity, ‘Payback 4’, 2014) 87% of TV in the UK is watched live (BARB, 2015) There are 17 million conversations about TV advertising every evening in...