On Wednesday 4th October, Google notified advertisers (via Twitter…) that campaigns will be able to spend up to twice the average daily budget that has been assigned. Even more disruptive was that they announced this change after it had already happened, giving advertisers no option other than to accept it. Although this change has caused […]
Archives for 2017
Has live appeal TV programming lost its edge?
After 33 years on our (non-commercial) screens, Crimewatch has been cancelled by the BBC. Nick Ross, one of the programme’s original hosts, blamed it on the “decay of old-fashioned, linear television” and the increasing trend of recording programmes and watching them later. “What is the point of a live appeal show? It has to be […]
Amigo Loans: Sticking with plasticine
This month, we assess three prominent loan advertisers. In addition to Amigo Loans, we also analysed TV ads from Sunny and 118 118 Money. The Morph lookalikes return for guarantor loans provider, Amigo Loans, in this friendly and conceptually classic spot. It begins with a young man looking to buy a car, followed by a […]
TV Response Index – September 2017
The monthly TVRI provides a context for response performance whilst maintaining confidentiality. Results from active clients within each category are combined to provide a barometer for each industry. The dotted line in the graphs represents the market average, encompassing all industries. The seasonal dip in charity performance looks to be deeper this year than last, although some […]
Sunny Loans: Smooth ad brings calm to finances, but is it too calm?
This month, we assess three prominent loan advertisers. In addition to Sunny, we also analysed TV ads from 118 118 Money and Amigo Loans. The first positive for Sunny is the fact that after seeing the ad, its theme tune will remain in your head for the rest of the day! Bobby Hebb’s ‘Sunny’ grooves […]
118 118 Money: Is their move into finance succeeding?
This month, we assess three prominent loan advertisers. In addition to 118 118 Money, we also analysed TV ads from Sunny and Amigo Loans. Since the 192 replacement boom died down (remember how many 118 variations there were? How soon we forget), 118 118 has pivoted into medium-term loans, but has kept its two exasperating […]