Weekday breakfast TV performs 200% better than average for advertisers, according to new report
Weekday breakfast TV performs best for advertisers, according to TV Squared’s new report, with response rates up 211% compared to the average. Weekend mornings, in comparison, were the worst-performing, with a response rate 83% below average.
The TV attribution company analysed a year’s worth of TV ad spend and more than 200,000 spots to measure performance for advertisers in terms of overall response rate and the efficiency of cost-per-response.
The results of the study, using data from the company’s Advantage attribution platform, show that 30-second spots performed better than spots of other lengths (33% above average response rate and 16% below-average cost-per-response). 15-second spots, in contrast, had a response rate a whopping 173% below average, and 60-second spots 132% below average.
TV Squared said that while each advertiser and campaign is unique, the insights act as valuable intel on TV ad performance and efficiency.
“The beauty of TV is that it provides unmatched reach and response, and the opportunity has never been greater for marketers than it is today,” said Mark Hudson, TV Squared’s head of business intelligence.
“Data, technology and the rise of platform-backed insights are changing the conversation around TV, making it more about outcomes and performance.
“While performance is going to look differently for every advertiser, these insights illustrate that consistent measurement and optimisation are key to ensuring that TV drives impactful, ongoing response, whether it’s sales, website traffic, app activity, search, registrations or any other KPI.”
Both weather (497% above average) and music-related programming (284% above average) performed best, and cost-per-response rates of 65% and 70% below average, respectively. News had a response rate of 35% above average, while reality (-68%) and crime documentaries (-54%) were the genres at the bottom.
Response across days remained fairly consistent, although Monday was the winner with a 7% above-average response. Saturday and Sunday were most cost-efficient, with a cost-per-response rate of 20% below average.
The data was evaluated from brands across industry sectors, including direct-to-consumer, travel, finance, and insurance.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Are companies that directly profit from TV ever going to say that TV doesn’t work?
Not doubting that TV performs — it does and we see so on WarChest all the time — but I’d love to know the methodology that sits behind this and how it was established. Deep Learning, surveys, panels, what drove the research?
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Can someone please explain what they mean or deem to be a ‘response’.
If it is what I suspect it is having looked at the website, then I might put an ashtray on my motorbike.
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I would be very interested to better understand how a “response” is defined. Is it measured through calls, web visits, footfall etc? Thank you.
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When we say “response” we mean a multitude of actions that are client specific. In the case of this report, “response” included online sales, website traffic/engagement, search (search engine + video searches ala YouTube), app activity (downloads + engagement), SMS and phone/call center activity. If you have questions about the methodology, feel free to drop me a line at megan@tvsquared.com.
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