Last Tuesday, 15th October, All Response Media had several attendees at BARBs event ‘Understanding Viewers in the 2020s’. The event was pitched as an opportunity to hear how viewing behaviour would evolve into the 2020s and for us to understand how BARB would be looking to stay at the forefront of measuring these changes. So, […]
TV
Channel 4 confirms it will be joining AdSmart
Last week Channel 4 announced they will join AdSmart, giving them the same capabilities as Sky channels to serve different adverts to different households via linear TV. As part of the deal, Channel 4’s owned channels, plus partners UKTV and BT Sport, is to bring targeted and addressable advertising to their portfolio – capabilities they […]
Has VOD caused a second wave of disruption to the TV industry?
The television industry is on the verge of a second wave of disruption according to the BBC director-general Tony Hall. Alongside his theories on how the streaming competition will heat up, we have access to the latest IPA TouchPoints data to see how the ‘first wave’ has impacted the media landscape. We often forget that […]
Controlling uncertainty: Managing the impact of external factors on TV campaigns
External influences including political, social and even meteorological issues affect your daily choices (more than you may realise) and so can have a significant consequence on the response rates of TV campaigns. This is particularly true for the third sector when donating to a charity may be considered a ‘luxury’ by some, meaning that external […]
Sky… The TV audience alchemists
How much are individual TV spots worth when no-one is watching them? It’s not a trick question! The UK TV audience measurement panel, BARB, records millions of spots as ‘zero-rated’: officially, no-one is watching them. In the traditional TV trading world, they’re worth zero. Zilch. Nada. But, in Sky’s world, they’re worth much, much more… […]
Making the most of your TV time-bands with breakfast
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 […]