Partner Article

For UK TV Advertisers, Sunday evening now a ‘prime’ viewing slot

Admo.tv, a TV and radio analytics platform, has released data examining the impact of TV adverts on online traffic in the UK. The data indicates that Sunday evening is now a ‘prime’ viewing slot for UK TV advertisers. TV advertising on Sunday drives more directly linkable web traffic than any other day, with a higher volume of UK ad spots airing on this day too.

The data also examines the GRP (gross rating point) metric, which is used to determine the effectiveness of a TV advertising campaign throughout the week. This provides some guidance for media buyers/planners who are heavily invested in Friday/Saturday TV advertising - both days outperform every other weekday in GRP terms alone. Sunday and Monday, both highlighted as being ‘prime’ days for TV advertising when it comes to generating online traffic, come 3rd and 2nd respectively by this measurement.

Pierre Figeat, CEO and Co-Founder of Admo.tv, commented: “The TV landscape is changing - Sunday and Monday are becoming ‘prime’ slots for media planners. It’s now more important than ever to ensure that each campaign delivers meaningful ROI. As viewing habits change, this is the real future of TV advertising. Measurement capabilities, and advanced attribution methods (especially on linear channels) provide advertisers with clarity. Furthermore, they allow brands to regain control over their offline advertising, and are helping media planners, agencies and brands understand how to maximise value from TV ad spend, and gain a competitive advantage in a rapidly evolving market”.

According to this data, UK ‘daytime’ TV audiences are almost twice as likely to engage with adverts as ‘peak time’ audiences are - 44% of web traffic that can be linked back to TV advertising comes from ad slots during the ‘daytime’ period, with only 24% coming from ‘peak time’ advertising. For media buyers/planners, the ‘daytime’ slot is also the most invested-in time of day - 37% of TV ad budgets are invested in this slot, with only 30% of ad spend being budgeted for the ‘peak time’ slot.

TV ad spend in the UK typically peaks towards the tail end of the week, with the largest share of advertising budget being spent on Saturday nights. However, TV ad spend for this day results in a lower number of ad spots being secured.

Data findings also suggest that UK TV ad budget spent on Saturday ad spots generate fewer directly linkable web visits, than ad spend for Sunday / Monday TV ad slots. Monday is the most effective mid-week day for TV advertisers, as it benefits from high investments made during the weekend by media buyers/planners. Wednesday, meanwhile, is the least effective day of the week for TV advertising, with 50% less directly linkable online searches arising on the back of TV ads that air during this day than on Sundays.

TV advertising investment rises throughout the day, with 9pm being the slot with the largest budgetary spend. User engagement, based upon GRP (gross rating point), typically begins to curtail at 11pm each evening, but the number of available slots does not decline until around 1am.

This data analyses the performance of over 44,000 advertising spots across 227 UK TV channels, and was captured between 1st January 2018 and 31st December 2018. The data focuses on performance (by day, by hour), and captures directly linkable web traffic generated by each ad spot examined, GRP (Gross Rating Point), and the number of spots aired (by day, by hour).

Terminology: ‘Day Time’ TV advertising slot: 6 am – 6pm ‘Access’ TV advertising slot: 6pm – 8pm ‘Peak’ (or prime) TV advertising slot: 8pm – 10pm ‘Night’ TV advertising slot : 10pm – 6am

This was posted in Bdaily's Members' News section by Henry .