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Ranjit Dhillon Shares Marketing Tips On TV Marketing, TV Advertising, TV Commercials, TV Ads, Ads For TVs, Television Commercials And Television Ads

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Head of Design, Head of Online, Digital Director, Online Director, Group Online Marketing Manager, Digital & Social Media Strategist, Senior Online Consultant - Ranjit DhillonMCH 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.

 

Ranjit_Dhillon_Tips_smallDaytime 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

Ranjit_Dhillon_Tips_smallThe 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
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