Time to consider TV Sponsorship?
As we have recently planned a TV sponsorship for one of our clients Coleg Y Cymoedd on S4C for Bois Y Rhondda we thought it would be a good idea to re-visit the reasons why these are a really great option for brands to include in their marketing mix.
There are many benefits of sponsorship –
- The TV viewing audience have an emotional response and attachment to TV shows which can be a powerful brand driver, extending emotions to the sponsoring brand – such as Coronation Street whose current sponsor is Argos
- The wide range of programmes available offers many platforms of sponsorships for brands enabling them to target their ideal audience.
- TV audiences are loyal, ensuring brands messages are seen multiple times by their target market , building a brand awareness that traditional TV does not – our client Cardiff Airport aligned their sponsorship with ITV Wales Cymru Weather
- In cost terms, TV sponsorship can often be a smaller slice of a brands budget…reaching as large an audience but without the cost implications of buying a traditional TV airtime campaign.
- TV Sponsorships are a fantastic way to align your brand with a programme and gain frequency with a specific target audience,
If you are interested in considering using sponsorship to align your brand with a TV or radio programme please contact our friendly and experienced team https://lnkd.in/gMafUwa
Advertising Rebound Evident on Linear TV and VOD
ITV saw a 115% increase in spend in June 2021 from the first 6 months which saw ad sales rise by 29% with positive predictions for the following next 3 months.
June delivered the largest revenues for the month of June for ITV in its history. A large portion of this increase can be attributed to the relaxing of restrictions and the Euros which was ITV’s most successful football tournament to date Ad revenue grew by 29% in the first half of 2021 compared to a 21% downturn last year in the same month.
VOD advertising increased by 55% with advertisers using Planet V ITV’s sales platform and there was a 250% increase in VOD only campaigns.
Carolyn McCall, the chief executive of ITV explains that “You can get so much emotional messaging across – you can get tone across, joy across, you can uplift people with TV advertising,” McCall added, citing the recent Tyson Fury ad about mental health for the Campaign Against Living Miserably (CALM).
“People have realised the emotional stuff that you can communicate, which has become more important to them because of the pandemic, but also we’ve now also got the programmatic – the digital advertising, which is highly targeted.”
If you are unsure where to start with your TV advertising we can make the process easy, Alison Debono, The Media Angel’s Managing Director has completed the in depth TV Masters Training course with Thinkbox providing the understanding of the latest advanced TV and VOD solutions . Get in touch with our friendly team today who will be more than happy to help.
How often are people in the room when TV ads are on?
According to a new study from IPG Media Lab, 71 percent of TV commercials are seen by viewers.
The media agency worked with TVision to analyze six months of TV viewing behavior to assess how often people are actually seeing commercials. Using a term that’s more often used in the digital landscape, the study says that 71 percent of TV ad deliveries are “viewable,” meaning someone is in the room for at least two seconds while the commercial is airing. This compares to 69 percent of digital video being “viewable.”
The study used technology that was installed in a panel of households, recording variables such as how many people were in the room when an ad aired, whether people were engaged with the specific ad and if the ad was viewed by its target audience.
Some categories fared better than others: pharmaceutical ads were viewed 75 percent of the time, compared to 65 percent viewability for recreational ads, which includes entertainment venues, toys and games, and gyms and fitness.
This could, in part, be due to the use of longer pharma ads, which tend to increase viewability.
Could your advertising incorporate TV or VOD?
Contact us to find out more.
Is the concept of a sonic logo new?
Pandora became the first major audio streaming platform to adopt a sonic logo, or a tune it hopes consumers will associate with its brand wherever it’s heard. But is the idea of a sonic logo really such a new idea?
In the future, Pandora’s new logo may be played when someone opens the app, but for now, the logo only exists in their “Sound On” brand campaign, which debuted on Wednesday and includes musicians such as Jonas Brothers, Khalid and John Legend.
On first inspection, the idea of a sonic logo may seem quite innovative, but there are several iconic sonic logos that you may not have realised are considered sonic logos.
The drumroll played during the 20th Century Fox intro was created by composer Alfred Newman in 1933.
Walter Werzowa made Intel’s iconic “bong” anthem more than 20 years ago.
Sonic logos are also used in the car industry. Here’s Audi’s…
But what is the importance of a sonic logo, and why are companies developing them?
Brands are starting to pay attention to the proliferation of smart speakers, and the ability for consumers to identify a brand purely by sound. Companies must start thinking about how they are heard, not just seen.
“A brand identity is no longer dependent on look and feel alone,” says Lauren Nagel, VP and exec creative director at Pandora. “We are thinking about this beyond the Pandora platform; we want to be an agency to speak on the very source of sound.”
So while in the past sonic logos were a tag-on to the end of a television advert, we can expect brands to consider how they can be used as advertising platforms evolve.
Are you interested in advertising on smart speakers, VOD or television? Get in touch today.
AVoD to pick up speed in 2019
Advertising-funded video-on-demand (AVoD) – think Now TV, Hulu and Sony’s Crackle, as well as growing interest from Amazon – is still very young compared to other media. But, advertisers are fast beginning to see its future potential.
Subscription video-on-demand (SVoD) services like Netflix have been garnering plenty of attention as they colonise global living rooms. But, competition is also starting to heat up in for online video ad spend.
So much so that it is outpacing other media with spend set to double to $47bn by 2023 worldwide, according to Warc.
The expected $23.8bn in brand investment that AVoD will receive this year equates to a 5.2% share of global ad spend, which is increasing year on year. And as a percentage of total over-the-top (OTT) spend (an estimated $68.7bn in 2018, according to Digital TV Research), AVoD will account for 34.7%.
“Consumers’ voracious appetite for video content anywhere, on any device, has been propelled by SVoD services such as Netflix. But it is AVoD platforms which present the opportunity for advertisers to marry rich consumer data with pinpoint targeting during engaging content.
This is why AT&T and Amazon are exploring moves into the AVoD sector next year, with the ultimate aim of taking the lion’s share of a market expected to be worth $47bn by 2023.”
James McDonald, data editor, Warc.
AVoD platforms present the opportunity for advertisers to marry rich consumer data with pinpoint targeting during engaging content.
Indeed, Amazon kick-started speculation in the summer when it posted a job ad looking for a UK-based executive to lead an ad-funded free-to-air TV offering.
An ad-funded platform, Pluto TV, has also just launched on Now TV in the UK.
For brands, this means a potential explosion of new online video inventory that can host both traditional TV spots and creative tailored for the medium. For broadcasters it’s imperative to keep pace with newer platforms.
“The UK’s broadcasters and pay-TV providers remain in a strong position,” says Jon Watts, managing partner at MTM.
“[They] have developed world-class OTT products – the BBC iPlayer, All4, the ITV Hub, My5 and Now TV – but we’re clearly seeing signs of significant shifts in consumer attitudes and perceptions of quality, in terms of content, value for money and innovation.”
Interested in advertising on VOD?
Contact our team on 02921 320 200 or [email protected]
The Most Complained About TV Shows of 2018
Perhaps unsurprisingly, Celebrity Big Brother was the television programme that Ofcom received the most complaints about in 2018.
Over the year, they received a total of almost 56,000 complaints about programmes from viewers and listeners. Together, the top ten most complained about television shows prompted more than 47,000 complaints, making up 86% of the year’s total.
Channel 5’s Celebrity Big Brother attracted the most complaints in 2018, with 27,602. Most of these were about an allegation of physical abuse made by Roxanne Pallett against Ryan Thomas.
Second on the list was an episode of ITV’s Loose Women. This prompted 7,912 complaints, most of which were about an interview with guest Kim Woodburn.
ITV reality shows Love Island and The X Factor also featured in the top 10 (ranked 4th and 10th respectively), along with storylines on Coronation Street (5th) and Emmerdale (6th) which prompted hundreds of viewers to get in touch with Ofcom. Good Morning Britain (7th), This Morning (8th), Sky News (3rd) and I’m a Celebrity… Get Me Out of Here (9th) complete the rankings.
Ofcom launched 137 investigations into TV and radio programmes in 2018. Of those, 129 were concluded this year. They found the broadcasting rules were broken in 80 cases; 33 cases were found to have not broken the rules; and 16 cases were resolved – which means in those cases Ofcom’s concerns were satisfied by the broadcaster.
The top ten in full:
- Celebrity Big Brother: 27,602
- Loose Women: 8,002
- Sky News: 4,251
- Love Island: 4,192
- Coronation Street: 1,098
- Emmerdale: 759
- Good Morning Britain: 548
- This Morning: 402
- I’m a Celebrity…Get Me Out of Here!: 335
- The X Factor: 286