June TV viewing recap Overall, Adult commercial linear impacts were down -11% year on year (YoY) in June. Daytime saw the biggest decrease in Adult impacts YoY at -12%, and peak at -9%. ITV’s Adult viewing was down the most overall YoY in June 2022 at -11%, followed closely by Sky and C4 at -10%. A closer […]
TV
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 […]
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 […]
Tackling effectiveness measurement post-pandemic
The DMA’s recent claim (that the 23% dip in marketing effectiveness is due to a failure to promote a coherent approach to measurement), assumes a causal link between the number of metrics reported (170 different metrics across 852 individual campaigns) and the overall success of the campaigns. The research is the second iteration of the […]
How much do you know about the ‘60/40’ advertising budget split?
The 60/40 (brand/performance) advertising budget split was originally highlighted as a starting point for businesses to grow their brand, whilst delivering on an immediate sales requirement. Les Binet and Peter Field determined this in their paper ‘the long and the short of it’ published in 2013. Since then, Les and Peter have made a number […]
Are more brands returning to ‘traditional’ marketing?
As digital marketing technologies have developed significantly, more marketers have prioritised investing into digital channels such as social media and search. However, recent evidence suggests another shift is taking place – this time, back to traditional channels. In August 2021 and February 2022, marketers predicted that “traditional advertising spending would increase by 1.4% and 2.9%, […]