Our “Last 60 minute theory”
 Hitting consumers with TV spots just before shopping is far more effective and affordable than over-priced Prime Time spots 12 hours earlier.
This tangible “proximity to purchase” will undoubtedly also benefit brand sales when considering that consumers are hit, they say, by 5000 brand messages a day! Studies undertaken by ROBERT HEATH in the UK clearly show the reality of this “carpet bombing”. By “commercial messages”, we are talking all forms of advertising of course but also the thousands of logos that surround us in our city lives.
From those studies we have demonstrated that the closer a branded message is to the act of purchase the more likely a sale. Cost-effective Daytime TV advertising - far from being “bad” for a brand - is on the contrary much more effective. Hugely over-priced Peak spots the night before will have long faded into obscurity. Worth noting too that Daytime viewers tend to be more “available and focused” than during evenings when all manner of domestic disruptions get in the way: kids coming home, homework, supper, laundry et al !
Terrestrial Peak advertising really is NOT all that it’s cracked up to be in today’s TV market, where better value and efficiencies are readily available through other Channels. This theory is actually just common sense … in an ad agency world where obsession for “Peak only” should have come off the rails a long time ago ! |
