Wise TV Advertisers Can Discover Unique Coverage And Value Opportunities In December And January, Says The DRTV Centre

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The DRTV Centre, the specialist TV advertising agency, explains why the Christmas and January periods can offer very special opportunities for TV advertisers.

Cheeky Christmas

The week after Christmas presents a spectacular opportunity for TV advertisers to address viewers who are normally particularly hard to reach.

Advertising agencies currently planning their clients’ December and January campaigns recognise that December is traditionally a triple-tier TV advertising month. The first three weeks represent the peak shopping period and demand for TV time from retailers is always very high; higher TV costs per thousand viewers reflect this high demand.

However, much retail advertising activity finishes the week prior to Xmas, the bulk of present purchases having been made. Because advertisers’ demand for TV time reduces, in order for TV stations to sell all their TV time their spot prices have to respond in a downwards direction too. Prices vary by broadcaster but can be around 20% cheaper in the week before Christmas than in the preceding three weeks.

Also in December, but immediately after Christmas, audiences are highly atypical – they are very different from normal. Millions who would otherwise be at work, or at least be out of the home doing something else, are pleased to relax in front of the TV. Programming is more unusual, less conventional, because of the holiday period. The net result is a higher proportion of more upmarket people (ABC1s) viewing, and also more young adults. As both of these groups are normally relatively inaccessible audiences, this period can offer golden opportunities to specific advertisers.

Wise TV advertisers can take advantage of short days and longer nights in January, plus the poor weather; it is often dull, raining or snowing and generally pretty miserable. These combined factors lead to a different audience composition and increased viewing levels. In January viewers watch about 4 hours a week more than they do in September, for example. Although Sales activity features strongly, in parallel there is a reduction in activity from traditional TV advertisers like fast-moving consumer goods and cars during the early weeks of the New Year.

TV media costs respond accordingly. The combined effect is that in January the ITV “average price per thousand adult viewers” is about 20% cheaper than the annual average. So, in a nutshell, larger audiences and reduced revenues create flexibility and attractive media value opportunities during January.

David Pearson of The DRTV Centre comments: “The period after Christmas – and indeed the few days immediately prior, after 21 December – have a significantly unusual and variable television audience composition from normal, and their TV viewing habits are different too. So this period presents rare opportunities for TV advertisers to reach viewers who are otherwise very hard to come by. And January historically offers much lower costs per thousand viewers than in any other month.”

Company Info:

The DRTV Centre was established in London 16 years ago. Unique, it is the only advertising agency in the UK to concentrate exclusively on direct response television.

The agency provides every service clients need to mount successful TV campaigns: strategies, idea creation, scriptwriting, storyboards, research, casting, location search, film/video production, music, voice-overs, transmission copies, channel selection, TV airtime booking and response analysis.

The DRTV Centre’s recent client experience includes advertising annuities, coins & jewellery, communications, comparison websites, education, equity release, holidays, injury compensation, law, loans, pet insurance, toys and travel.

For further agency info, please call The DRTV Centre on 0800 635 9000.

By David Pearson of The DRTV Centre

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David Pearson
@drtvcentre
since: 11/2012
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