With TV ad spend in Australia expected to reach $2.4 billion in 2020, it should come as no surprise that television remains a primary source of viewer attention. TVSquared examined a year’s worth of response, cost and audience data from Australian TV advertisers (accounting for 200K+ spots) that span multiple verticals—including software, insurance and travel—to find the best performing TV buy elements for driving audience response.
Our insights indicate top performance in terms of overall response rate and look at efficiency based on cost-per-response (CPR) analysis. Here are some key takeaways from our findings:
TIMING IS KEY
It turns out breakfast truly is the most important meal of the day, specifically on weekdays. Our daypart analysis demonstrated the value of brands investing a portion of their advertising spend earlier in the day. We saw response rates increase by 211% above average during Weekday Breakfast, while response rates later in the morning on weekdays jumped 32% above average, with CPR dropping 72% below average. Meanwhile, Late Morning and Daytime on weekends saw the lowest performance for response rates with an 83% and 77% drop below average, respectively.
EXPECT THE UNEXPECTED GENRES
Of the Australian TV advertisers analysed, the majority spent more ad dollars on News programming than any other genre. While News did deliver a decent response rate (+35% above average), it was not very cost efficient as the CPR was a whopping 84% above average. The News genre was largely eclipsed by Weather-focused programming and Music genres (like concert telecasts and music videos). The response rate was 497% above average during Weather programming and 284% above average during Music-related programming.