Multi-Channel Growth
Ranjit Dhillon Shares Marketing Tips On TV Marketing, TV Advertising, TV Commercials, TV Ads, Ads For TVs, Television Commercials And Television Ads
Multi-Channel Growth
MCH continues to win share from terrestrial TV stations. Platform switchover is now complete, so MCH gains are organic. Continued investment in MCH content means this pattern is likely to continue before stabilising.
Daytime MCH Station
- ITV2 and ITV3 are still the dominant channels; E4’s growth has slowed following the loss of Friends to Comedy Central
- C5* has greatly fallen by 46% – the station now carries teleshopping between 2500 and 1300 meaning its share of commercial impacts is significantly lower
- MEMS channel Star Plus has seen huge growth
The Digital Landscape
- Redefined BARB map no longer based around ITV analogue regional splits
- Clearly defined partitions eliminate bleed areas
- Audiences can be profiled on a truly regional basis
Brand
- Coverage & frequency concentrated
- Predominantly “peak” airtime
- Loose accountability
- Limited schedule refinement
- High COST –Adult CPT > £5.00
DRTV
- Coverage & frequency concentrated
- Predominantly “peak” airtime
- Loose accountability
- Limited schedule refinement
- High COST –Adult CPT > £5.00