UK’s Top 20 Strongest Brands Revealed
The Top 20 strongest brands in the UK has been voted for and Lego has come out at the top!
The Centre for Brand Analysis asked 2,500 consumers to rank each brand for quality, reliability and distinction.
Previous winner British Airways fell out of the Top 20 all together as did Google and Amazon.
Rising brand names in the top 20 are Gillette in second place, and Apple in third. Marks and Spencer has overtaken John Lewis who is now in 15th place with M&S in seventh. BP, Shell, Disney and Heathrow all re entered the top 20 this year, whilst household brands, Andrex, Coca Cola and Heinz retained a position in the top 10.
7. M & S
15. John Lewis
20. Haagen – Dazs
If you need help ensuring your own brand appears amongst the right media platforms so you STAND OUT and get results, contact our award winning team for impartial media planning and buying expertise on [email protected] or call us on 02921 320 200 #lovemarketing
Marketers report increased adspend despite falling confidence amid Brexit
According to the IPA’s Bellwether Report, UK marketers have “held their nerve” in the face of an uncertain business climate following the UK’s Brexit vote.
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 the UK (BARB/Thinkbox, 2015)
“TV advertising works, it works better than anything else, and it works for all budgets. Nothing else has TV’s reach, scale and connection with audiences; no other form of advertising is as trusted. Online businesses in particular recognize the impact TV advertising has and have significantly increased their investment recently. This is something we expect to continue in 2016” said Lindsey Clay Chief Executive of Thinkbox.
Watch this for more insights on TV advertising.
Our team are here to help you benefit from the power of TV as an advertising platform. Get in touch with us on 02921 320 200 or email [email protected] for award winning media planning and buying advice.
RAJAR Q4 what you need to know
The first week in February saw the release of the latest radio listening figures for quarter 4.
We have put together a brief summary of the most important points to take away from RAJAR from the last quarter:
There were listeners lost across the board in South Wales
Although Heart South Wales and Capital South Wales unfortunately lost the most number of listeners this quarter they still remain at the top in terms of weekly reach, still managing to reach 522,000 and 161,000 listeners each week respectively.
Despite what you might think, this is definitely positive news….
Especially for advertisers! The good news is that losses in listeners mean losses in premiums. We will still be able to reach huge numbers of the population each week on these stations, but now for an even more affordable cost. At least for the next quarter, advertisers will be able to maximise their budgets on these stations and enjoy a huge frequency of message which will aid generating response.
Local listening proved its worth.
Local radio stations such as The Wave, Radio Pembrokeshire, Radio Carmarthenshire and Bridge FM remained at the top in terms of percentage listening share last quarter.
Radio Pembrokeshire and The Wave had the highest percentage weekly reach of all stations in South Wales (36% and 32% respectively). Bridge FM (28%), Radio Carmarthenshire (25%) and Radio Ceredigion (21%) weren’t far behind.
Radio Pembrokeshire also recorded the highest number of hours listened; 10.6 hours on average per listener.
The Wave gained 1,000 new listeners this quarter and was the only radio station in South Wales to have increased its weekly reach.
Radio in North Wales increased in popularity and reach
Capital North West and Wales attracted an extra 19,000 listeners last quarter and Heart North Wales was close behind gaining an additional 10,000 listeners per week. Smooth Radio North West and Wales was also up by 8,000 weekly listeners.
By analysing these radio listening figures, we are able to see the most up to date trends in the market and consult on the most appropriate station for you to utilise in order to reach your target audience and achieve your campaign objectives.
If you need help in choosing the right radio stations as part of your media mix, we are here to help. Just get in touch with experts from south Wales’s award winning Media Planning and Buying Agency at [email protected].
OOH: How much should you allocate to digital?
The optimal amount of an advertiser’s digital out-of-home (DOOH) budget should be 45%, according to a new effectiveness study by BrandScience.
The research analysed over 211 OOH ad campaigns between 2011-2015. It found when the costs of digital and traditional OOH are taken into account, the optimal proportion of DOOH is about 45 per cent. Above this level, returns are diminishing, the study said.
The report also makes recommendations for different types of advertisers on how to maximize ROI when combining digital and traditional OOH as part of a wider media mix with these given examples.
- Grocery retailers’ optimal OOH investment is about £7 million, which yields about 70 per cent in incremental value.
- Travel companies, the optimal OOH investment is about £2.7 million, which yields about 15 per cent in incremental value.
Sally Dickerson, the global chief executive at BrandScience, the researchers of the commissioned study said:
“We can clearly measure out-of-home effectively and we have proved that a slightly increased OOH spend – in many cases – delivers higher ROI.”
The report also said OOH improves the rate of return on investment for all other media used in an ad campaign, except for print.
Get in touch with us with a campaign brief, to see how we can incorporate traditional and digital out of home formats into your marketing mix, to help maximise and deliver the best return on investment for your budget.
Marketing Spend is on the up according to IPA Bellwether report
According to the latest IPA Bellwether report, marketing spend has grown at a phenomenal rate in the first quarter of 2015.
Budgets were up 11.8% in the early months of 2015, with the largest sector of growth being online and SEO. The internet, search and SEO are marking their 23rd successive quarter of growth in 2015.
This is the most upbeat assessment of the market signalled by the Bellwether report for the past 8 years! The report suggests that companies are continuing to invest their marketing spend in high level media formats such as TV, cinema and press whilst also looking to further increase their footprint in cost-efficient online marketing solutions.
There appears to be a growing optimism about marketing industry prospects with budgets now rooted in an ever strengthening macroeconomic climate. Paul Bainsfair, IPA Director General gave an encouraging comment about the report; “With over 10 successive quarters of growth in marketing budgets and the best budget year for marketing spend in a decade, this latest Bellwether provides welcome evidence of the extent to which clients recognise and value the significant contribution marketing communications makes to their business success. This stands us in good stead for what is set to be an unsettled few months politically.”
At The Media Angel we provide impartial, innovative and creative marketing advice to businesses across all sectors. Give us a call on 02921 320 200, or drop us an email for expert guidance on the best media formats for investing your marketing budgets this year.
UK ad spend rises to nearly £20bn, with mobile marketing on the increase!
UK ad spend rises to nearly £20bn a year, around £1bn of which is now spent on mobile advertising…
According to the latest expenditure report undertaken by WARC and the Advertising Association, figures for advertising spend in the UK have risen steadily to nearly £20bn a year. Such figures coincide with predictions for further increases in advertising budgets, as the combined impact of recession and rise of the internet has forced brands to consider promoting on a longer list of media platforms.
Perhaps most significant in platform development is the growth of mobile advertising. The overall budgets for online advertising are expected to rise as figures are now formulated to include heavier spend on mobile advertising. It has been suggested that of the £6.3bn spent on internet advertising, £1bn is now invested in mobile.
Ofcom have delivered some unsurprising statistics that suggest tablet and smartphone devices are beginning to shape the ways in which we work and play. A massive 88% of 16-24 year olds in the UK now own a smartphone, and 44% of UK households now also own a tablet; trends possibly explained by the portability and ease with which individuals can access the internet via these devices.
Expense on mobile advertising and other modern formats such as television on demand are where the rising budgets are being spent, particularly since the so-called ‘millennium generation’ are said to be shaping future communication habits. In conjunction with this, print advertising expenses have continued to decline; with expectations for a 7.3% overall dip in spending in 2014 according to figures produced by the WARC.
The new anticipated release of the Apple iPhone 6 devices, with bigger screen space will mean larger ad space for mobile advertisers.