TV Analytics

TV campaign analytics: Blix's CEO Tony Loxton discusses when is the best time to advertise on TV

Written by Tony Loxton
Aug 11

If you’ve ever watched your favourite show, only to be shown an advertisement that leaves you going, “Wait, what?”, you’ll know how irritating it is to have to sit through several minutes of programming that you couldn’t care less about.

Despite the TV campaign analytics tools available to them, far too many brands still end up airing their TV ads to the wrong audience. Not only is this a massive waste of everyone’s time, it’s also a waste of a substantial portion of your marketing budget. Implementing a TV campaign, without knowing whether or not you’re airing it at the right time, is kind of like playing the lottery; you’re buying a ticket and choosing some random numbers, but the chances that your lucky combination correlates with the jackpot is pretty slim. The good news is, knowing when to air a TV campaign doesn’t have to be a lucky guess. If you want to make sure that your TV campaign results in ROI, your TV campaign analytics need to take the following into account:

The number of people who’re watching

Flighting an ad during the US Superbowl is renowned for being the most expensive time slot on television. And for good reason – millions of people are glued to the TV screen throughout the game. That said, most brands can’t afford to pay the eye-watering fee attached to this prime time slot. You need to weigh up the price you’re willing to pay for a slot, versus the reach you need to make your TV campaign a viable, and profitable, exercise.

The volume of customer response

It goes without saying that if your TV ad is airing during a sought-after slot, but it’s failing to elicit the desired response rate from your audience, something is amiss. Your TV campaign analytics need to indicate the number of people who’re performing an action immediately after viewing your TV ad if you want to make sure that your ad is gaining adequate traction to deem the exercise worthwhile.

The seasonal factors you need to be cognisant of

You can bet your bottom dollar that US brands are clamouring to air their ads during the run-up to the US presidential election. Why? Because millions of viewers will be glued to their TV screens as they await the decision. That said, holidays and the onslaught of overeager advertising that’s broadcast can turn your audience off your brand. You need to make sure that your ad isn’t being ignored due to advertising fatigue. (If you’ve ever wondered why brands start airing TV ads for Christmas paraphernalia in October, this is why.)

The devices your audience are using

Gone are the days of the whole family huddling in front of the TV, arguing about who gets the remote. (OK, maybe they’re not gone completely but they’re definitely less common.) Today, your viewers are tuning in via their smartphones, and laptops too, which means that if your ad isn’t mobile-friendly, but you’re aring your TV ad to an audience who are watching via their phones, you’re losing out. You need to be able to determine your target markets’ device of preference, and then cater to the fact via your TV campaign analytics.

Once you’ve gathered information about all of the above, you’ll be able to make calculated decisions as to the best time slots to use. Find out more about our TV analytics tool, Blix Intelligence, that helps you to gather crucial insight and, as a result, amplify your TV advertising results.

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