Report: 30s TV ads best performing in UK market

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TVSquared, a specialist in TV attribution, has released the findings of its 2019 UK Direct-to-Consumer (DTC) TV Advertising Performance report.

Three quarters of UK viewers (75 per cent) have second screen devices nearby when watching TV, making TV a primary driver of digital activity for DTC brands. TVSquared’s report uncovers the TV buy elements that are driving response, spanning creative length, dayparts and day of week.

TVSquared analysed 18 months of performance data and £36 million in TV ad spend for nine UK-based DTC brands. Response, cost and audience data from the TVSquared’s ADvantage platform, was evaluated by TV buy elements, including daypart and day of week, for campaigns. With continuous measurement and optimisation, the insights show the opportunities for major uplifts in sales and response for DTC brands, for example via site visits, search and app activity.

Key findings featured in the report include:

  • Traditional, 30-second ads were the best performing in the UK market, driving 43 per cent above-average response rate per spot.
  • 20-second spots performed poorly and came at a premium (+78 per cent cost per response).
  • The most efficient spot for the UK market was Prime, delivering over 915 per cent uplift in response.
  • Prime was also the most efficient spot at 35 per cent below the average cost, while morning buys were between 20-50 per cent more expensive and returned subpar response rates.
  • With performance increasing as the week evolved, the weekend drove the strongest response rate at 33 per cent, while costing about a quarter of the price of other buys.

Mark Hudson, TVSquared’s Head of Business Intelligence, who spearheaded the report, said: “DTC brands eat and breathe data across all aspects of their businesses, TV as a performance-marketing channel works in tandem with this approach delivering on scale and performance. With continuous measurement and optimisation DTC brands can tap into dynamic opportunities by making subtle changes to both campaign creative and buy options – improving performance, activating audiences and driving the best outcomes.”


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