TVSquared Data: 30-Second Ads, Weather and Music-Related Programmes Drive Highest Consumer Response

Multimedia streaming concept. Hand holding remote control. Video on demand
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



TV performance insights company TVSquared has released its latest data for Australian advertisers.

The report reveals the highest and lowest performing days, dayparts, creative lengths and genres, demonstrating that early weekday dayparts, 30-second creatives, with weather and music-related programming driving high levels of response.

Using data from its always-on ADvantage attribution platform, TVSquared analyzed a year’s worth of TV ad spend and more than 200,000 spots.

Cost, response and audience data were evaluated from brands across industry sectors, including direct-to-consumer (DTC), travel, finance and insurance. Results indicate top performance in terms of overall response rate and look at efficiency based on cost-per-response (CPR) analysis.

Key report findings include:

Weekday breakfast was, by far, the strongest performing daypart, with response rates of more than 200 per cent above average.

While response across days was relatively consistent, Monday won out with 7 per cent above-average response; Saturday and Sunday proved to be the most cost-efficient days, with CPR rates of 20 per cent below average.

30-second spots led in terms of performance and cost effectiveness, with 33 per cent above-average response and 16 per cent below-average CPR.

Weather and music were the top programming genres, with off-the-charts response, while they also had CPR rates of 65 per cent and 70 per cent below average, respectively.

“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, Head of Business Intelligence, TVSquared.

“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 optimization are key to ensuring that TV drives impactful, ongoing response, whether it’s sales, website traffic, app activity, search, registrations or any other KPI.”

 

 

 

Please login with linkedin to comment

TV TVsquare

Latest News

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting
  • Media

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting

Global media network Eastern Standard Times had their official launch event on Thursday (23/6) night at the Lucky Kwong restaurant in Sydney’s South Eveleigh, with the focus being placed on how this platform will provide Asian communities in Australia with a greater insight on what they need to know. Editor-in-chief Keshia Hannam, who served as […]

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’
  • Media

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’

On the third day of the 2022 Cannes Lions International Festival of Creativity, the “Unfiltered History Tour” campaign by VICE Media walked away with yet another Grand Prix, this time in the Social & Influencer Lions. The campaign, which was held in partnership with the British Museum by the Dentsu Creative teams of Mumbai, Bengaluru […]

Cannes Day Two: Paris Hilton Talks NFTs And What It Means For Brands
  • Media
  • Opinion

Cannes Day Two: Paris Hilton Talks NFTs And What It Means For Brands

B&T’s Nancy Hromin is in Cannes and managed to bag a seat at probably this year’s highlight event – an audience with the one-and-only, Paris Hilton! The socialite took to the stage alongside CEO of VaynerX and Vayner Media, Gary Vaynerchuk, and Swan Sit the board director of Edgewell, Novabay and Far Niente. The trio […]

Opinion

by B&T Magazine

B&T Magazine
Google Creates New Way For You To Filter Through The News Stories You See
  • Technology

Google Creates New Way For You To Filter Through The News Stories You See

Tech company Google has announced a number of new updates to its News and Search features that will give users greater control and more validated information in the stories they see on their screens. The look of Google News will be changing dramatically, giving way to the side of the screen for a bar that […]

In The Shadow Of Cannes Lions, NFT.NYC Brings Together The World Of Digital Investors
  • Technology

In The Shadow Of Cannes Lions, NFT.NYC Brings Together The World Of Digital Investors

While the marketing industry continues to keep its glaze focused on the South of France and the Cannes Lions International Festival of Creativity, a few thousands of kilometres further away in Manhattan there’s another “festival” going on. NFT.NYC is the biggest conjunction of Web3 artists and investors in the world and by the looks of […]

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022
  • Marketing
  • Technology

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022

Now in its 16th year, Future Lions, AKQA’s annual Cannes Lions competition to unearth the next generation of creative talent, has announced the winners and Grand Prix. The awards ceremony is taking place during the iconic Cannes Lions International Festival of Creativity. This year’s Grand Prix winner is Ten Week Tee, the team will now […]