The Association of Commercial Television

WORLD TELEVISION DAY CELEBRATES A TRUTH THAT HOLDS AROUND THE GLOBE: TV MAKES A DIFFERENCE test

Brussels

TV companies around the world celebrate World Television Day on 21 November to remind us that TV makes a difference in people’s lives. As part of the annual United Nations initiative, a 30 second-spot will be broadcast on-air and shared online worldwide. The clip will be adapted and translated into many languages.

Putting the spotlight on society

For its 24th edition, World Television Day celebrates a truth that holds around the globe: TV makes a difference! Our medium has made and will continue to make a difference in society by putting the spotlight on racial and social injustice, hate speech, the pressing climate issues and the support TV has provided to people and businesses throughout the continuing COVID crisis.

“While circumstances kept us apart this year, TV has brought us together. TV is and always has been a social glue. As viewing rocketed, broadcasters the world over reacted to the unique circumstances nimbly and with great creativity to ensure that TV was there for us all as a source of trusted information, comforting distraction, and much-needed escapism,” asserts Lindsey Clay, President of the Global TV Group and CEO of Thinkbox.

“This pandemic demonstrates like never before the role of television to support society and democracy. Throughout these difficult months, TV is there to care. Care for the provision of editorially responsible trusted news. Care for the distribution of entertainment to bring light in times of darkness. Care for preserving variety and cultural diversity in the media landscape. All in all, TV is and will continue to be a true beacon of resistance against the Coronavirus”, proclaims Guillaume de Posch, President of the Association of Commercial Television in Europe.

“The past year, TV has continued to uphold its long tradition of addressing the critical issues in our global community. It brings our attention to social injustice, sheds a neutral light on society’s mishaps, helps relieve the strain of an unprecedented era giving us a hopeful outlook on the future. World TV Day is an opportunity for us all to pay tribute to the many professionals who make the magic happen both on screen and from behind the scene. We invite everyone to once again celebrate our medium around the world,” says Laurent Bliaut, President of egta and Deputy General Director, Marketing and R&D, TF1 Publicité

“At the time of COVID-19, Television has never been so present and important. Broadcasters have a dual responsibility to inform and to connect people by sharing positive and verified stories about building back better and greener. Thank you to the TV industry for making a difference,” says Caroline Petit, Deputy Director United Nations Regional Information Centre for Europe (UNRIC).

For more information, please visit:
http://www.worldtelevisionday.com
https://youtu.be/BvRp8nNNEPQ

Press contacts:

Alain Beerens,
MarCom Manager, egta
Association of television and radio sales houses
T : +32 2 290 31 38
alain.beerens@egta.com

ABOUT THE GLOBAL TV GROUP
The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television and remind advertisers, journalists, agencies and industry peers about the effectiveness and popularity of TV.
http://www.theglobaltvgroup.com/

ABOUT THE ASSOCIATION OF COMMERCIAL TELEVISION IN EUROPE (ACT)
The European commercial broadcasting sector is a major success story. We entertain and inform hundreds of millions of EU citizens each day via thousands of channels available across Europe. The Association of Commercial Television in Europe represents the interests of 29 leading commercial broadcasters across Europe. The ACT member companies finance, produce, promote and distribute content and services benefiting millions of Europeans across all platforms. At ACT we believe that the healthy and sustainable commercial broadcasting sector has an important role to play in the European economy, society and culture.
https://www.acte.be/

ABOUT egta
egta is the association representing television and radio sales houses, either independent from the channel or in-house, that markets the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members in fields of activities as diversified as regulatory issues, audience measurement, sales methods, interactivity, cross-media, technical standards, new media, etc. During its more than 40 years’ existence, egta has become the reference centre for television and radio advertising in Europe. egta counts more than 150 members operating across 43 countries.
http://www.egta.com/

ABOUT UNRIC
The Brussels-based United Nations Regional Information Centre for Europe – UNRIC – provides information on UN activities to 22 countries and is active on social media and websites in 13 languages. It acts as the European communication office of the United Nations and its aim is to engage and inform European citizens about global issues. It also liaises with institutions of the European Union in the field of information. Its outreach activities, joint public information campaigns and events are organized with partners including the EU, governments, the media, NGOs, the creative community, and local authorities.
https://unric.org/

WHAT IS THE FUTURE OF TELEVISION ADVERTISING? test

As the screen-watching landscape continues to change and viewing habits switch, can television – and therefore television advertising – hold its own? The Moon Unit examine the future of ‘the hearth of the 20th century’.

Television is finally on its way out, and television advertising along with it. Or so they say.

Truth is, that has been said for a while now. The speculation started with the invention of time-shifted, on deme television back when Big Brother was still popular, and has been reignited in the last few years with increasing digital ad-spend and viewers shifting to streaming services. Still, like petrol cars or the Queen, the trusty old TVC just won’t seem to die.

“Like petrol cars or the Queen, the trusty old TVC just won’t seem to die.”

At this point it might be safer to assume that television advertising is immortal and, instead, ask; what, if anything, might its future look like? If television advertising were a human, it would probably be taking heart pills and transitioning to a diet of soft foods. This is at least the opinion of many who work in advertising. Endless is the list of opinion pieces about how the death of traditional advertising is nigh, an unsurprising view from an industry with a supposed ageism problem.

But the critics do have a point?

Digital ad-spend surpassed that of television in 2016, and that’s almost certainly not going to change back. Watching video on subscription-based platforms that don’t cater to advertising has become the norm for an increasing number of people. Brands even seem to prefer the transition to digital too, as they get far more data on where their money is going, with tools like impression metrics. All in all, it’s a tough time for television advertising. And yet, against all logic, television ad revenue is still growing. How can that be? To answer that, first let’s take a look at the numbers.

People watch more television than you’d think. A lot more. In the first quarter of 2019, US adults spent 39% of their daily media consumption on live and time-shifted television, compared to 38% on computer, smartphone, and tablet use combined. This is, of course, generational: in the 18-34 bracket those numbers are 21% and 51% respectively; in the 65+ group 57% and 26%.

Above: Share of daily time spent by platform, via Nielson.

Old people watch more TV than young people. Unsurprising. But that the average American still watches more traditional TV than phone, tablet, and computer usage combined? Well, that might surprise your usual type of young marketing professional, the type who probably hasn’t seen a television outside of a dentist waiting room since childhood, and therefore has shocking misconceptions of how the statistically average person consumes media.

The numbers get more extreme if we look at it sampled by video engagement. The average US adult spends four hours and 27 minutes watching television per day. Fifty-four minutes is spent on TV-connected devices (this includes streaming), and 25 minutes watching video on other devices collectively.

“You’ve got about as much chance selling incontinence nightwear on a Twitch stream as you do selling a VPN during midday M*A*S*H* reruns.”

That means that the average US adult is exposed to roughly 72 minutes of television advertising per day. So, perhaps the cord cutting apocalypse isn’t quite as close as we’ve been led to believe. No surprise then that TV is still the leading channel for self-reported advertising engagement – a metric that could hold more truth than its digitally reported twin.

Above: Average time spent per adult, 18+, per day on video, via Nielson.

But the numbers only tell one part of the story. In truth, the whole ‘television advertising is dying because more money is being spent on digital’ rhetoric was, likely, totally off to begin with. Did radio die because of television? No – they both have steady niches in the market. In the same way, television and digital are incomparable. So, let’s give it a go.

“Digital does the job of those “call in the next 10 minute” infomercials better than their creators ever could have imagined.”

The most obvious difference between the two is demographic: who is being sold to? You’ve got about as much chance selling incontinence nightwear on a Twitch stream as you do selling a VPN during midday M*A*S*H* reruns. Yes, there’s overlap. There’s teenage television and, well, Facebook, but the deciding factor in choosing between a TVC or digital campaign will be target audience.

More interesting, however, are the different roles that TV and digital play in terms of how their advertising functions. Television advertising is more about brand building than anything. A Budweiser spot isn’t placed in the middle of Sunday Night Football because they want you to leave your living room and head straight down to pick up a six-pack. It’s put there because the next time you’re staring blankly at the shelves deciding what six-pack to buy, you’ll choose the beer of the brand that showed you a funny ad while you were having a good time watching sport, rather than the dozens of others.

Above: TV is still the top medium for ads in the US, via Statista.

Digital advertising, on the other hand, acts more often as a sales funnel. That’s not to say it doesn’t also function as brand building, but that’s usually not the primary purpose. Digital does the job of those “call in the next 10 minute” infomercials better than their creators ever could have imagined. There’s a call to action, and just a few clicks away you can buy a product that will arrive at your door the next day. Perhaps your credit card information is even saved in your browser already.

“The ‘skip this ad’ button is responsible for the night terrors of digital marketers.”

That is, if your attention is grabbed in the first five seconds. Clicked with more determination than ‘refresh’ on the Glastonbury ticketing page, the ‘skip this ad’ button is both responsible for the night terrors of digital marketers, and a symbol of the inherent difference between TV and digital advertising.

It’s psychologically a very different thing to click a skip button – or to even mute an ad and switch tabs to the million other things at your fingertips – than it is to get up and walk out of a room during an ad break. If a TVC is at least mildly entertaining it’s a lot easier to sit through and wait for your show to resume than it is on the internet, where we’ve become accustomed to getting what we want without delay.

Many people on both ends of the advertising production chain don’t understand this and just assume that you can put something that was made for TV as a YouTube pre-roll and expect the same results, or vice-versa. This is how cost-cutting effectively becomes a wasted ad budget.

All this without even mentioning ad blockers, the Iron Dome of anti-digital advertising systems. But, to examine the full near-future impact of ad blockers would require its own article. An internet savvy person likely forgets that pre-rolls and sidebar ads even exist. That presents a real problem for marketers, who sometimes end up resorting to less ethical means of advertising to get their messages across.

Clearly the television vs. digital debate is an apples and oranges kind of situation. But if television – and television advertising along with it – is here to stay, what does its future hold?

The most likely scenario is something similar to radio. Viewership slowly but steadily decreases until it flat lines at some point, where it’s kept alive by virtue of having a particular niche. This process would likely happen over the course of a few generations, as the people for whom television was a household staple are outlived by those who grew up with streaming or whatever comes next.

“Television fills a particular need that we have to have things chosen or curated for us.”

Or perhaps everything goes full circle and the streaming giants are pressured by companies to include advertising (or just want to make more money) and the video streaming landscape of the next decade begins to look like on-demand TV does now. What is certain at this point is that television fills a particular need that we have to have things chosen or curated for us.

How often do you sit in front of your streaming service of choice, scrolling endlessly to find something before ending up back at the top picking the thing you thought about watching first? How long does that process take you? For the average person, according to the same Nielson report referenced above, it’s about 7.4 minutes.

“It’s one of the reasons people still listen to radio – too much choice is daunting.”

Television doesn’t have that problem. It’s one of the reasons people still listen to radio – too much choice is daunting, and when you want to switch off after a long day, having somebody choose for you is relaxing. The endless stream of stuff can be a comfort, and for some people even substitute as company, in a way that anything attempting to replace it couldn’t achieve. The TV was, after all, the hearth of the 20th century; a gentle log fire with ad breaks.

So, no, television is not about to die. It’s going to gradually decline in popularity and maybe even experience some ironic-until-serious resurgence, like vinyl. Anybody telling you otherwise is either severely misinformed or trying to push their digitally based product. Always check the footer. At The Moon Unit, we write and design the world’s best TVC treatments – but before you call us out on that, we do the same for film and streaming content. Our work has shown us that this isn’t a zero sum game – there’s room for all of these media to exist in harmony, and the growing popularity of one does not come at the expense of the rest.

Source: https://www.shots.net/news/view/what-is-the-future-of-television-advertising

RITSON: DON’T STOP CAMPAIGNS IN RECESSION, YOU WILL INCREASE MARKET SHARE test

It is advisable to retain communication activity, especially in a recession, as it is important for a brand’s market share. This is a message conveyed to marketers by Mark Ritson.

Nobody is able to predict now when the current recession relating to the Covid-19 pandemic will come to an end. The situation will calm down with vaccination, which is likely to be available “later than we assume”. Recession thus does not have to end in the following year, said the marketing expert Mark Ritson in a webinar organised by the European trade association of TV & radio sales houses (EGTA) and provided by the Association of Commercial Television (AKTV) in the Czech Republic.


At the moment, communication activity is impacted by different positions of individual advertisers. They include three major groups: advertisers who put a freeze on their marketing activities (such as airlines); firms that had to respond and adapt their strategies to the current situation (gastronomy); and companies generating profit from the pandemic and becoming stronger (e-commerce).

Despite deteriorated conditions, Ritson recommends continuing marketing communication, predominantly in a recession. He considers the excess share of voice (ESOV) to be the key indicator representing the difference between the share of voice and the share of market. If advertisers do not stop their communication, they may increase their market share. “If other brands in the category reduce investments by 50% and our brand keeps the investment it has a positive effect on growth in our market share,” described Ritson. Using an illustrative example, he showed that if the existing investments are retained and other brands’ investments are reduced by half, the increase in the market share is ten percentage points.

The growing time spent by users with the media is specific to the Covid-19 pandemic. In some situations, you can benefit from a more favourable price for ad placement. “There is a great opportunity for brand building,” said Ritson. He is aware that the recommendation is easy to give but more difficult to implement. Data on positive effects of communication activities in a recession is, in his opinion, demonstrable and may be supported by examples of major economic recessions in the past century.

An example of ESOV growth during recession. 

Ritson believes that TV should always be included in the media mix because TV screens account for the largest portion of the total daily time spent watching video. According to the UK research data provided by the Broadcasters’ Audience Research Board (BARB) for 2019, the linear TV (live TV) has approximately a fifty-percent share in the total time dedicated to watching video. TV’s position is even stronger in terms of ad videos seen, with its share exceeding 80%. TV in combination with other channels, mainly online video (and specifically YouTube) is also supposed to be effective.

A similar recommendation for active communication even in a recession was given by Peter Field, another marketing expert in communication effectiveness who delivered his speech in EGTA’s and AKTV’s webinar in spring (https://www.aktv.cz/en/peter-field-brands-have-to-invest-despite-the-crisis-otherwise-they-will-go-weak-2/).

Source: https://www.mediaguru.cz

MEDIA ADVERTISING INCREASED YEAR-ON-YEAR IN JULY test

This year’s TV advertising growth remains at 4% as in mid-year. Other media types are falling.

Lidl was the largest advertiser in July. At the same time, it started constructing a new store in Uničov in the Šumperská street in summer. Its opening is expected in the first half of the next year. Lidl operates 261 stores in the Czech Republic now.

c This is revealed by Nielsen Admosphere’s monitoring which calculates covered media space in combination with the price list costs rather than showing real advertising spend. The result is called the pricelist value of advertising space. The actual drop may be higher this spring, press publishers talk about up to 70%. The decline was caused by limitations resulting from the coronavirus pandemic.

Pricelist value of advertising space, in CZK billion
January-July 2019 January-July 2020 Difference

Rounded. Excluding companies’ own advertising. Source: Nielsen Admosphere

In July, TV grew by 2% (in June by 4%) following the decline in April and May. In the first half of the year, TV was up 4%. Press, radio and outdoor advertising stopped the recent fall of tens of percents and grew year-on-year in July, albeit by single percents.

Pricelist value of advertising space, in CZK billion
Media type July 2019 July 2020 Difference

Rounded. Excluding companies’ own advertising. Source: Nielsen Admosphere

Retail chains Lidl and Kaufland remain to be the top advertisers with the Sazka betting office squeezing in between them.

Top 10 advertisers by pricelist value of advertising space, July 2020

In CZK million. Rounded. Excluding companies’ own advertising. Source: Nielsen Admosphere

Source: https://www.mediar.cz

AN OPEN LETTER TO THE AD COMMUNITY FROM NIELSEN’S BRAD KELLY test

Toxic Behaviors in Advertising — and Your Business: What’s Your Threshold?

The pull that Social Media exerts on today’s world is unquestionable. It helps us stay connected, keep informed, and is generally a source for light entertainment. But we now know there’s a dark side which exists in social media that’s tearing the fabric of who we are — individually and collectively. It might only be 1% of the time or .001% — but it’s there and it’s undeniable. If you have a teenage daughter you know exactly what I’m talking about.

As a business owner or brand manager, you need to ask yourself this question: what is your tolerance threshold for toxic behavior? Until recently, marketers have been willing to overlook the downside of their social media associations. As social media has grown in use and popularity, over time it has become an increasingly substantial part of media plans, and the digital ad dollars have flowed into it like a river.

But that river now appears to be changing course. Fortune 500 companies are beginning to draw a line in the sand perhaps due to big business’ re-awakened sense of social responsibility, or the realization that they’ve been sunning themselves next to a cesspool. In either case, billion dollar advertisers are increasingly hitting the pause button on social media to deliver their brand message.

For brand managers, this move creates a significant messaging and marketing dilemma. No savvy marketer believes that simply cutting out a big chunk of their advertising is the right answer. Research and real world evidence proves that’s a recipe for erosion in brand awareness, customer loyalty, and ultimately revenue.

Digital v Traditional Media – the Pendulum Swings

When marketers jumped on the digital and social media bandwagon, in some cases it was at the expense of traditional media — broadcast radio and TV. But due to a new, heightened societal awareness, the tectonic plates of marketing are again shifting. Marketers are responding to public outcry and their media plans are in a state of flux. As advertisers re-evaluate the media mix in search of brand-safe alternatives, broadcast media is getting a fresh look. “Consumer safe content” and “brand safe” are today’s watchwords among CMOs. Unlike in social media, broadcast media is required by strict guidelines to regulate its content. For decades, AM/FM radio and broadcast TV have been regulated by the federal government. The FCC charter mandates that broadcasters serve the public interest. Steering clear of the “7 dirty words” is just part of it. “Brand Safety” — a pre-built feature in broadcast — is something that’s largely been taken for granted by both advertisers and the public. But it’s a compelling and fashionable value proposition in today’s hyper-sensitive ad messaging world. The pendulum is in motion once again.

When the Plan Changes: Mid-year Course Correction & How to Maintain Campaign Results

Advertisers downsizing or opting out of social media altogether are being forced to revise media plans and reconsider budget allocations. For many brands, maintaining a broad audience reach is critical. Nielsen studies repeatedly confirm that Reach is the most important media-related element to the success of an ad campaign. For all the talk of traditional media being put out to pasture, good old AM/FM radio and broadcast TV continue to deliver shockingly large audiences. The Nielsen ratings validate the audience reach and targetability. It’s an intriguing option for advertisers who just got thrown an anti-social curveball.

Your media plan just got punched in the gut, what are your options?

To help answer this important and topical question, the media experts at Nielsen turned to Nielsen Media Impact (NMI), a media planning tool designed to help marketers see what combination and proportions of media will yield optimal results. NMI is the nexus of the Nielsen ratings and a variety of media usage data sets. With it, users have the ability to run hypothetical media planning scenarios, mixing and matching different combinations of media. The system projects the combined, cross-media campaign results.

As a case study, the Nielsen data folks ran scenarios through NMI to see what happens when you pull $1M investment out of social media and split it between broadcast radio and TV. The results were eye opening:

Shifting from exclusively utilizing social media, to a radio/TV mix, has noteworthy implications: The reach footprint of the campaign almost doubles. Gross impressions nearly triple and CPMs are cut by 60%. All with the same $1M ad budget.

Looking under the NMI hood, you can additionally see from the graphic below how a progressive reallocation in 10% increments affects audience reach. It’s a helpful view to identify where the reach curve starts to flatten out, indicating a point of diminishing returns.

Bottom line: Socially conscious advertisers don’t have to sacrifice campaign performance when they draw the line, take a stand, and send a clear message. Pivoting your media plan and reallocating ad spend to the relative safety of broadcast radio and TV can actually improve performance. Go figure. Maybe playing it “safe” is not such a bad idea after all. Now, as November approaches and politics take center stage in the ad world, it will be interesting to see if the candidates and campaigns will take the high road and follow suit. Let’s hope.

Source: https://radioink.com/

REPORT: TV ADVERTISING STILL REIGNS SUPREME WHEN IT COMES TO INFLUENCING BUYERS test

It’s the industry debate that simply won’t go away – the effectiveness of TV advertising. The digital camp protests that telly’s best days are behind it, while others (arguably headed by Professor Mark Ritson) argue there’s plenty of life in the old dog yet.

And a new report would appear to validate putting your marketing spend into TV.
The study was done by UK digital marketing platform Adzooma and interviewed 2000 participants on the value of TV advertising.

Some 56 per cent of respondents agreed they were more likely to buy something as a result of seeing a TV commercial over any other type of marketing, while 23 per cent consider a brand’s website as part of the purchasing appeal.

According to the Adzooma study, TV ads were in front of celebrity endorsements and online video adverts for effectiveness.
But brands also need to shout their green credentials too, with 30 per cent of respondents saying they take notice of a product’s environmental impact.
When it came to online ads, 26 per cent had bought a product after it featured on a sponsored social media post, while 18 per cent had committed to a purchase after seeing an outdoor poster campaign.

In better news, 65 per cent of respondents agreed that advertising helped them make a purchase and 20 per cent of those confessed they’re more likely to buy a product if they’ve seen an ad for it on multiple occasions.
Targeted ads are also an effective tool too. The research revealing that 61 per cent of people were grateful for being shown ads based on their online search habits.

When it came to FMCGs, some 43 per cent of respondents said it took them only seconds to decide on an item in the grocery aisle.
Apparently, there’s not much thinking going into online shopping decisions either. Some 63 per cent admitted to making an impulse purchase while surfing the internet.
And 62 per cent agreed they often shopped online simply because they were bored.

A third of respondents agreed they were now more likely to shop online than in-store, while 25 per cent said they still preferred the bricks and mortar experience.

And lockdown has been good for online shopping. The study found that the average Brit now spends an extra three hours a week browsing or shopping online.
Half of respondents admitted shopping online made them happy, two-fifths said it made them feel excited, while 16 per cent admitted to feeling guilty about buying stuff online.
A further 45 per cent said shopping made them feel good, 38 per cent said they liked trying new things and 60 per cent like to treat themselves. A further third said they would buy things to spoil other people, with nearly half agreed buying things put them in a good mood.

Commenting on the findings, Rob Wass, co-founder and CEO of Adzooma, said: “There are so many things which factor into what we buy, and it’s interesting to see how traditional advertising still plays such a big role, as well as the rise of online activity.

“We are still making a buying decision from things like social media ads and website advertising, and it just shows that this is a marketing tool which still needs to be perfected and optimised.

“Of course, price and quality will always play a key part in what we buy, but when torn between two equally great products, it can be as simple as seeing it in multiple places that makes you feel more inclined to buy something,” Wass said.

Source: https://www.bandt.com.au/report-tv-advertising-still-reigns-supreme-when-it-comes-to-influencing-buyers/

IN UNCERTAIN TIMES BE TV CERTAIN test

So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands.

Now, more than ever before, marketing budgets are under pressure and the battle for market share is hard fought. But the more things change the more they stay the same. When you invest in TV you know exactly what you will get – mass reach, attention, memorability and sales.
When it comes to selecting video media platforms to deliver effective campaigns, there are 7 steps to certainty:

  1. TV reaches 85% of the population each week.
  2. BVOD consumption is booming.
  3. Australians trust TV, which haloes onto advertising.
  4. Ads shown on TV receive greater attention which is maintained for longer.
  5. Ads shown on TV are remembered for 9X longer.
  6. TV + BVOD has 2.4X the sales impact of TV combined with YouTube.
  7. TV is the King of ROI.

The second half of 2020 will be challenging. Every dollar of marketing investment should be working as hard as you are. Be certain in your media investment decisions. Be TV certain.

When you invest in TV you know exactly what you will get – mass reach, attention, memorability and sales. So, if you want to be certain in your media investment decisions – be TV certain.

Source: https://thinktv.com.au/deep-dive/be-tv-certain/

ADVERTISING OUT OF CV-19 test

• What are the benefits, short and long term, of remaining on air during and out of CV-19?

• What considerations or adjustments that need to be made to brand advertising out of CV-19?

• What media channels to cut and what media channels to keep out of CV-19?

These questions are answered in following document Advertising-out-of-COVID-19.pdf.

CV-19 has brought cuts to advertising budgets and so the imperative is to at least maintain, or, if possible, grow share of voice. Brands that can grow share of voice will have a larger share of the market as recovery comes.

Consumers have wanted to hear from brands through the crisis, but they are wary, and so association with trusted brands has never been more important. Marketers will need to pay close attention the media vehicles they associate with.

The most sensible course of action for marketers, especially during a recession or when emerging from crisis, is to play the long game, stretching campaign evaluation periods into the future.

Brand growth is achieved by targeting as broadly as possible, and this has never been truer than now. Consumers have been forced to set their consumption habits aside and reconsider all purchase decisions.

Broad reach is key, and marketers must stay abreast of rapidly changing media consumption and perceptions. Self-isolation has caused a sudden and dramatic change in media consumption and the changes will linger as the recovery comes.

Reach alone is not enough. Media decisions need to be made in terms of “effective reach” where brands reach as many people as possible and the impact of the reach is multiplied by the channel’s ability to ensure the ad is seen.

Advertising campaigns that give consumers help for right now, and hope for a better future are needed. Brands that stay on equity will be reassuring and will build brand connection.

Reduced budgets often mean large gaps between advertising bursts. The best campaigns will utilise media channels that imprint advertising messages in consumer’s memory banks for longer.

During CV-19 it is imperative for advertising to be humanistic. Marketers should feel confident that emotionally-driven storytelling can consolidate brand share now and into a post-pandemic world.

Source: https://thinktv.com.au/deep-dive/advertising-out-of-cv-19/

COMMERCIAL BROADCASTERS SUPPORTED INFORMATION CAMPAIGN OF THE MINISTRY OF HEALTH, AIRING 25 HOURS OF PUBLIC AWARENESS SPOTS FOR FREE test

Commercial TVs Nova and Prima participated in educational activities relating to the ongoing COVID-19 pandemic. In addition to tens of hours of their own news and journalistic content and new public awareness programmes launched, commercial broadcasters supported the official educational campaign of the Ministry of Health focused on prevention of the coronavirus infection and provided the Ministry with ad space for free.

Prague, 29 April 2020 – The campaign has been under way since 19 March 2020 and will continue until further notice on channels of the Nova and Prima TV groups. More than 1,000 spots have been aired to date in the aggregate length exceeding 1,500 minutes. The key objective of the campaign is to inform the public of the most appropriate hygiene measures to prevent the spread of COVID-19. The videos are available on the website of the Ministry of Health at https://koronavirus.mzcr.cz/spolu-proti-koronaviru/.

“The current wave of solidarity, consistent adherence to the Government’s regulations and consideration of people in the Czech Republic are really impressive. Every day, our news desk colleagues seek to capture the most inspiring stories and distribute the most useful information to  as many viewers as possible. Therefore, we joined the official preventive campaign and provided space for information spots of the Ministry of Health as a matter of course,” says Marek Singer, President of AKTV.

“We very much appreciate the fast involvement of commercial TVs in our preventive activities. Thanks to the high reach of TV broadcast, our public awareness campaign will hit the maximum number of people, which significantly facilitates containment of the disease,” adds Gabriela Štěpanyová, PR Manager and Spokeswoman of the Ministry of Health.

The situation around the COVID-19 disease is completely new for all of us. On that account, the Together Against the Coronavirus campaign (#Spolu proti koronaviru) is aimed at providing people with universal and simple rules on how to behave under the current conditions and how to care of their health. The Ministry of Health has prepared six TV spots using an amiable and original approach to inform viewers of the rules to be followed now. In the first spot named How to Protect Yourself and People Around You, an actress, Alena Doláková, presents the current hygiene rules. She gives viewers an idea that protection of our eyes, nose, mouth and hands is of the utmost importance and shows how to protect ourselves properly. Other spots of the Ministry of Health called How to Behave in Public Transport, How to Proceed with a Doctor’s Appointment, How to Proceed in Shops or Why Protect Health Care Workers feature renowned science experts: Director of the National Institute of Public Health, MUDr. Pavel Březovský, MBA; Rector of Czech Technical University in Prague, doc. RNDr. Vojtěch Petráček, CSc.; Head of the Department of Health Care Disciplines and Population Protection of Czech Technical University, prof. MUDr. Leoš Navrátil, CSc., MBA, dr. h. c; and the medical microbiology specialist, MUDr. Emil Pavlík, CSc. In a simple and entertaining way, the four experts present important hygiene measures and rules to be followed in our daily routines. The last one of the Ministry’s video spots, What You Should Know about the Coronavirus, is an animated video providing a summary of the key information on COVID-19.

Apart from the TV spots, the Ministry of Health has prepared posters to be displayed in public transport and in the streets across the Czech Republic as part of the same campaign.

TOTAL TV BRINGS THE BEST ROI – A STUDY BY SCREENFORCE FINLAND test

This week’s egtabite features an in-depth ROI study of the Finnish market – conducted by Screenforce Finland, the national TV trade body and Sellforte, an independent tech company specialised in granular marketing ROI measurements  – which proves that Total TV (in this case meaning linear and online, with no programmatic) brings the highest incremental sales in the long-term and delivers a strong argument for advertisers to invest in Total TV.

Total TV advertising measurement

In Finland, 99% of the population watches TV content on any device. The viewing time of just under 3 hours per day (2h 42min) has remained pretty stable for the past decade, with commercial broadcasters representing 52% of the market. Nonetheless, there was a need for an in-depth ROI study, with advertising measurement added to Total TV.

Therefore, Screenforce Finland, in collaboration with Sellforte, conducted a unique piece of research by analysing purchase data from Gigantti, the largest retailer of electronic and household appliances, with over 41 stores nationwide. With the huge amount of data, the research takes into account, among other things, the effect of discounts made by Gigantti.

The objective of the study was to discover the strengths of TV from a brand that uses both tactical and brand-building marketing and to understand which media channels generate the highest incremental sales.

The study compared more than ten million receipt lines collected over Gigantti’s sales and marketing data. The advertiser’s data showed that 18% of their media budget goes into Total TV, while one-third of the total media budget goes in direct mail, as their marketing is driven via weekly promotions.

As part of the study, two years of extensive sales data (item, location, date) were analysed together with marketing data and media spend, which enabled the researchers to obtain a comprehensive, reliable and actionable model and results.

Sales data was split into three components, the base sales, that would occur without any promotions, the offer, as an uplift for the promotion of a product and finally the media, an ad for a certain promotion. ROI was calculated by dividing media-driven uplift by media investments.

The long-term results

Results of the study demonstrate that search engine marketing stands out with the highest ROI in the short term, but TV generates a much higher ROI than any other media in the long term. In the incremental sales that occur the following week after the campaign, search engine marketing is the most efficient turnover driver.

However, TV has a positive spill-over effect on web traffic and it is the biggest media driver of total turnover. The results show that 4% of search engine marketing-driven incremental sales belong to Total TV.

The study proves that Total TV has the best total performance and is the best media channel to drive incremental sales over a long period. Each euro invested in Total TV generates 17 euros of total turnover

The ROI study sparked a dialogue between TV, agencies and advertisers. “Gigantti is one of Finland’s largest advertisers, and the results of the study certainly give food for thought in many corner rooms,” said Anna Lujanen, Executive Director, Screenforce Finland.

„We spend a significant portion of our marketing budget on TV advertising because it effectively generates demand. Our industry is highly competitive and hectic, and we need to know the return on our marketing investment. The efficiency of marketing can only be increased with the right information, ” says Sami Särkelä, Marketing Director, Gigantti.

Source: http://www.egta.com/egta_bites/egta_bites_297_10042020/index.html