The impact of the weather on your TV ad
The sun comes out and you find yourself craving a cold drink or an ice cream. The weather turns cold and you find yourself drawn to hearty and warming comfort food. When the rain is pouring down, how many of you tell yourselves that it’s time you booked a holiday to somewhere hot and exotic?
We all know how the weather can affect a person’s mood, but have you considered how these changes in weather could be affecting your TV campaign?
Well, it is important to leave nothing to chance and consider all factors when planning and optimising TV campaigns. This is why our clients can view their campaign’s key performance indicators (KPIs) against a temperature, sun and rain index, and our account team can provide insight on these regularly, identifying any key trends from which to optimise airtime.
Still don’t believe that weather can affect TV campaigns? Here are some examples to show the effect it can have:
The anonymised example below shows warm and hot days driving the lowest cost per website visit (CPV). Subsequently, the team working on this campaign were able to utilise this information and begin to increase airtime when forecasts suggested warmer weather.
Another example saw colder weather not only driving stronger visits but the CPV was significantly lower than when it was hot outside. By monitoring these clear trends and acting on them we were able to reduce overall CPV by 10%.
Different weather conditions are a useful additional layer to the plethora of measurement metrics that exist – such as day of week, daypart, programming, stations mix – providing more reasoning behind certain campaign performance elements. If for example, a TV ad campaign doesn’t perform as expected although the learned foundations and optimisations are all in place, it could be that the evenings were warm that week, resulting in your viewers leaving their sofas to be out for the night, rather than transacting from the comfort of their living rooms.