Weekday breakfast TV performs 200% better than average for advertisers, according to new report
Weekday breakfast TV performs best for advertisers, according to TV Squared’s new report, with response rates up 211% compared to the average. Weekend mornings, in comparison, were the worst-performing, with a response rate 83% below average.
The TV attribution company analysed a year’s worth of TV ad spend and more than 200,000 spots to measure performance for advertisers in terms of overall response rate and the efficiency of cost-per-response.
Are companies that directly profit from TV ever going to say that TV doesn’t work?
Not doubting that TV performs — it does and we see so on WarChest all the time — but I’d love to know the methodology that sits behind this and how it was established. Deep Learning, surveys, panels, what drove the research?
Can someone please explain what they mean or deem to be a ‘response’.
If it is what I suspect it is having looked at the website, then I might put an ashtray on my motorbike.
I would be very interested to better understand how a “response” is defined. Is it measured through calls, web visits, footfall etc? Thank you.
When we say “response” we mean a multitude of actions that are client specific. In the case of this report, “response” included online sales, website traffic/engagement, search (search engine + video searches ala YouTube), app activity (downloads + engagement), SMS and phone/call center activity. If you have questions about the methodology, feel free to drop me a line at megan@tvsquared.com.