Connected TV (Smart TV) household penetration has increased from 11% in 2014 to 76% in 2022. CTV is an attractive proposition to many advertisers, with the potential to combine the impact of high-quality AV content with digital targeting; reaching an audience that is proactively choosing content. Whilst many industry leaders see CTV playing a key […]
TV
The impact of longer and more frequent TV ads
What will the impact of longer TV ads have on advertisers and viewers? We could be seeing more advertising on UK television as Ofcom announced it is considering relaxing the rules governing the frequency and length of ad breaks and allowing more product placement within shows. The news comes as UK broadcasters are facing growing […]
What can advertisers do with cost-of-living concerns?
As cost-of-living concerns rise, shopping habits are inevitably changing, with 38% of shoppers already claiming to have swapped their favourite brands for cheaper alternatives. How are supermarkets responding? Some big brands are looking for ways to re-assure increasingly penny-conscious consumers that they are ‘doing their bit’ to support them. Morrisons confirmed price cuts on over 500 […]
The importance of media measurement in a mercurial world
The ability to accurately quantify campaign results is crucial to effectively understanding where, when and how marketing budgets should be spent. Whilst uncertainty is in many ways, a constant companion along the media attribution journey, its effects have never been more apparent than now. With ever-changing consumer behaviour, tightening marketing budgets, and of course the […]
Will eBay’s partnership with Love Island influence 16-34 shopping habits long term?
Marking its partnership with Love Island, eBay has launched a multi-channel campaign showcasing the benefits of second-hand clothing. The video creative shows contestants unboxing clothing sourced from eBay in a bid to demonstrate a variety of pre-loved clothes that can be found online. As part of a wider campaign, the site will also receive product […]
TV Market Update – July 2022
In July 2021, the delayed Euro 2020 tournament was broadcast on ITV, causing both viewing and revenue to be up significantly YoY across June and July – this year we will see the reverse effect across these months, with supply and demand both down YoY on ITV. Despite C4 and Sky revenues being up YoY, the decline across ITV in the shadow […]