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You are here: Home / Archives for Katherine Wilcock

Katherine Wilcock

Christmas decorations

Why is “post-Xmas” such a good opportunity to spend on TV?

19th November 2020 by Katherine Wilcock

November and December are two months of the year when we typically see big retailers and brands dominate the TV market and increase their marketing spends in the run-up to Christmas. This increase in demand pushes the costs up for the rest of the market, making Q4 a more expensive time to spend on TV […]

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All Response Media’s advice on advertising during the COVID-19 pandemic

2nd April 2020 by Katherine Wilcock

As the COVID-19 outbreak continues to cause global uncertainty, it’s no secret that many UK brands and marketers are delaying advertising campaigns. However, over the years, a range of evidence has been collated which makes the case for protecting marketing spend during a slowdown. One example is from The London Business School, who analysed data […]

streaming apps

BVOD – The 5 Ws and an H

28th November 2019 by Katherine Wilcock

BVOD is an ever-increasingly used acronym amongst sales houses, agencies and clients. But what actually is BVOD and how can we plan and measure it as part of our media plans? Here is a snapshot… The who, what and where? BVOD stands for broadcaster video-on-demand, which is the content and programming made available on-demand by […]

watching tv with coffee

Making the most of your TV time-bands with breakfast

16th August 2019 by Katherine Wilcock

Traditionally, direct response TV (DRTV) ads air between the hours of 09:00 and 17:29 in “daytime” time-bands. However, many brands now also expand into “peak” (17:30-22:59) and “all-time” (06:00 – 29:59) as well as “breakfast” (06:00- 09:30) in order to expand their activity, reach their target audience and gain further acquisition. Breakfast is a daypart outside […]

tropical beach

Seasonal media consumption and channel budget allocation

24th May 2019 by Katherine Wilcock

Temperatures are increasing, the days are getting longer, as the start of summer is on the horizon – but what does this mean in terms of consumer behaviour, consumer media consumption across channels and more importantly for marketers – media channel budget allocation? Despite TV being generally, the largest media consumed all year round (in […]

Colin Firth and Toni Collette

The power of the celebrity

1st March 2019 by Katherine Wilcock

The use of celebrities in marketing is no new concept, with famous faces being used to help promote brands since the start of advertising. In the last couple of years however, the success of celebrity marketing has been questioned, particularly amongst brands targeting millennials. Thus, leaving brands with a potentially high risk and high cost […]

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