Advertising on multi-channel TV can double reach

02 Feb,2012

By A Correspondent

 

CASBAA, the association for digital multi-channel TV, content, platforms, advertising and video delivery acrossAsia, has released a first-of-its-kind reach and frequency analysis of the definable returns on media investment in multi-channel TV advertising.

 

Commissioned by CASBAA and executed by global media agency Universal McCann, the study measures the benefits of allocating variable percentages of a US$1.75m TV budget on multi-channel TV and Free-to-Air (FTA) in seven key Asia-Pacific markets:Australia, Hong Kong, thePhilippines,India,Malaysia,SingaporeandTaiwan.

 

“The clear advantage of advertising on multi-channel TV becomes evident when simulating real-life budgeting scenarios via robust Peoplemeter data. The numbers demonstrate that multi-channel TV makes undeniable fiscal sense when reach and return on investment are optimized,” said Simon Twiston Davies, CEO, CASBAA.

 

“This powerful new look at TV data allows us to better understand that for a regional campaign, switching a portion of the budget onto regional multi-channel TV channels means we can deliver higher reach at a lower cost-per-thousand for our clients,” said Chris Skinner, Managing Director, Universal McCann Hong Kong.

 

Highlights from the study (audience: 4+):

 

In the seven markets measured, a 100 per cent allocation of a $1.75m budget to FTA results in a campaign viewed by just 33 per cent of the TV population.

 

Campaign reach increases from 33 per cent to 56 per cent when half of the TV budget is redistributed to multi-channel TV from FTA only TV allocation.

 

A 50/50 combination of FTA and multichannel TV sees total impressions (gross number of times a commercial is viewed) multiplied by 2.5 times from an FTA only schedule: increasing from 537 million to 1.4 billion.

 

Using multichannel TV lowers cost per thousand (CPT) by up to 60 per cent in a 50/50 multichannel TV/FTA combination versus an FTA only schedule.

 

“Campaigns that allocate part of their terrestrial TV budget to multi-channel TV reap the rewards,” added Twiston Davies. “The research tells us that you can effectively double your reach, increase the viewing frequency of ads, and lower your CPT – all with no extra investment.”

 

A similar trend was also monitored when the demographics data was analyzed to reflect key age, gender and socio-economic groups.

 

In the coming months CASBAA will release more data from two other global media agencies supporting the case for multi-channel TV advertising.

 

The complete study is available at http://www.casbaa.com/atac/features.

 

Established in 1991, CASBAA is the Association for digital multichannel TV, content, platforms, advertising and video delivery acrossAsiafor the past two decades. Spanning 17 geographic markets, CASBAA and its Members reach over 420 million connections through a footprint ranging fromChinatoAustralasia,JapantoPakistan.

 

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