They say the early bird catches the worm, but not it seems when it comes to TV advertising, with response rates for early morning slots plummeting to as low as -72% for companies targeting those who are up with the larks before 7am.
So says a new report from TV measuring firm TVSquared, which highlights the performance results about the best days, timeparts and creative lengths marketers should consider when buying TV inventory.
To identify pan-European TV performance trends, TVSquared analysed response, cost and audience data from advertisers across verticals, including automotive, direct-to-consumer, travel and non-profit.
The report ranks performance based on response and cost per response (CPR) rates, collected across 12 European countries, including the UK, Germany, France, Italy and Spain.
It reveals that advertisers measured an average of five KPIs for their TV campaigns, with the top three being new clients (60%), sign-ups (57%) and purchases/conversions (50%).
Meanwhile, 30-second spots won out with a +36% response rate, followed by 10-second spots at +14%. Both creative lengths also proved to be efficient, with CPR rates of 35% and 32% below average, respectively.
When it comes to the highest performing day, Wednesday proved top, with response 4% above average and a CPR 7% below average. While Sunday had higher response (+6%), it was less efficient (CPR 10% above average) and came at a premium.
In the UK, morning slots (between 7am and 9am) can reaching highs of +140%. It also pays to go long; 45-second spots saw a response rate of +109% but 15-second ads did not deliver results, seeing a response rate of -85%.
TVSquared head of business intelligence Mark Hudson said: “What’s interesting is the creative breakdown, where you see that traditional forms, such as 30-second spots, still have strong performance, some short-form ads are also proving to be response drivers. Serving up analytics is part of the process, but it’s only useful if you are making changes on the backend.”
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