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
The Future of Channel 4
As we have completed our latest Video On Demand campaign across multi VOD channels including All4 for one of our clients and are currently evaluating the campaign results, it was interesting to read what the channel 4/All4’s future entails.
It promises to be “More radical” as its digital strategy proceeds and has identified three areas of growth to focus on over the next year.
Channel 4’s “Future4” strategy aims to ensure Channel 4 remains fit for the digital age. it plans to double the viewing of its on-demand platform All 4 to 2 billion by 2025, while growing digital advertising to 30% of its total revenues and non-advertising revenues to 10%.
However, with All 4 viewing already up 29% year on year, Channel 4 is now forecast to achieve 1.5 billion views by the end of 2021.
Channel 4 is also well on its way to achieving its advertising revenue targets, with 19% of revenue coming via digital advertising and 9% through non-advertising.
Much of these increases can be attributed to the change of audience viewing habits during and coming out of the Covid 19 pandemic and is not unusual for VOD platforms, though Channel 4’s advertising revenues from digital is over 50% higher than the rest of the UK TV market (according to COO Jonathan Allan)
Meanwhile, the launch of digital content unit 4Studio last year – which focuses on producing content for social media – has seen Channel 4 overtake LadBible, Disney and the BBC as the most viewed branded content partner in the UK, reaching over 90% of 18- to 34-year-olds.
There are three new areas being invested in to help deliver more value for viewers..
Firstly, the broadcaster plans to lean further into its success as a channel for young audiences, to “bind” successive generations of young British viewers to “strong, valuable and trustworthy” public service media.
Channel 4 will therefore invest a further £50m in content for younger viewers, ranging from “binge-able” drama to current affairs. The new content will appear in the 2023 schedule.
A further £5m will be invested into documentaries that reflect the lives of young people in Britain, and the broadcaster’s planned investment into social media-oriented teen content will be tripled.
- If you need help with your TV or VOD campaign contact our friendly team- [email protected]
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.
Video on demand growth stays strong into 2021
Growth in video on demand [VOD] has remained strong into early 2021, as ‘stay at home’ restrictions continue in the UK.
Sky VOD is up 40% year-on-year, with boxset bingeing and news driving the increase. Entertainment viewing is up 33% year-on-year, with news up 23% as people continue to want to stay abreast of changing guidelines.
Watching during the daytime, and on televisions, has also increased. Daytime VOD Viewing in 2020 increased by +60% y-o-y and television VOD viewing now accounts for more than 1 in 10 of all minutes viewed for Sky individuals.
There has never been a better time to include video on demand in your marketing plans. The wealth of targeting opportunities suit any budget, and reporting helps track performance.
The Media Angel can target VOD campaigns using location, postcode, age, gender, affluence, families with children, home owners, car owners pet owners, and so many more!
If you’d like to find out more about including video on demand into your marketing campaigns, get in touch with our friendly team!
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.
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
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 scale or offers as strong profit return as television, enhancing profit better than any other channel. In a major meta-analysis of almost 2,000 campaigns by major brands from 2009 to 2016, our Profit Ability study for Thinkbox found that television delivers 71% of profit return of all advertising investments, despite accounting for just 54% of total spend.
Want to find out more about making your marketing budget work?
Give us a call on 02921 320 200 or email at [email protected]
Find out more about television advertising.
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 awareness which is possible with TV, it does allow advertisers to utilise data to offer personalisation, allowing the targeting of the right creative treatment of the right product to be put in front of the right person at the right time.
TV is beginning to move in the right direction offering personalisation with connected TVs and set top boxes. Sky, have made progress with Sky AdSmart and Sky Advance, offering advertising based on location, household demographic, and viewing behaviour.
So, TV remains a powerful and effective medium, but in order to continue to thrive broadcasters must invest and collaborate in the areas of technology, data and strategies to seize the moment and evolve. If broadcasters manage to evolve, delivering all things to viewers and advertisers, from mass reach to mass personalisation – TV will remain the leader in video consumption. But we have to consider that the two fulfil different roles in our happily co-existing..
Want to find out more on the benefits of using television YouTube or both? Get in touch with The Media Angel on 02921 320 200 or [email protected] to find out how your brand can be seen on a local, regional, national basis.
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 results.
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 in Manchester, seeing fantastic engagement within the first week. TV and video are without doubt the most effective ways to build brand fame and brand awareness, so to make sure the launch campaign was particularly high impact yet still targeted and cost effective, we complemented the ITV Player campaign with Sky Adsmart. The advert was to be delivered to parents with children between the ages of 5 and 17 across a month on Sky channels.
Building campaign frequency and reach across the city was also important for achieving maximum impact. We took advantage of cost-effective tram interiors as part of this integrated campaign. The high dwell time on tram journeys means interiors are perfect for engaging multiple audiences when they’re on the move. Audiences ‘on the move’ are said to be more receptive to advertising messages with 43% being more alert when out of home. Tram routes travel around Manchester, spreading awareness of Go Air’s trampoline super park further for higher frequency and reach.
If you think your campaign could benefit from our team’s award winning media planning and buying expertise, please get in touch with us. We’d love to offer our advice and assistance for getting the best returns on your investment, and we can tackle a variety of different briefs. Drop us an email at [email protected] or call 02921 320 200.
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.
TV ad spend continues to rise in 2016
TV continues to be brilliant at creating success for brands both overnight and over the long term, receiving increasing amounts of investment year on year.
Traditional advertising mediums are showing an incredible resilience in terms of ad spend this quarter. Despite expectations that digital and mobile will rise to account for most brand ad spend, TV advertising is proving its unique qualities as a platform for advertisers.
According to figures collected by the Advertising Association and WARC total TV ad spend for the UK was up by 10.8% in the last quarter of 2015 and predicted to rise by a further 6.2% in 2016. Sporting events forthcoming in the year ahead are expected to have a positive impact on spot revenues. Video-on-demand saw a fantastic 15.1% increase in spend year-on-year as many advertisers came to realise the considerable advantages this platform provides.
Although TV advertising is showing its resilience, digital is continuing to grow in importance; the role of the internet in the contribution to overall ad spend has been significant as was mobile’s share of this internet expenditure (29%).
If you need advice on which platforms you should invest your advertising budget into then give our team a call on 02921 320 200 or e mail us at [email protected] . We will help you reach your brands objectives by consulting on the right mediums to combine to deliver results.