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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

 

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

Innovation led by Sky and BBC

 

Ranjit_Dhillon_Tips_smallITV

ITV launched on 22nd September 1955

  • ITV was the first and remains the largest commercial broadcaster ITV1 is the only commercial channel that can regular deliver audiences in excess of 6 million
  • ITV1 can’t be bought nationally
  • The ITV Family of channels consists of ITV1, ITV2, ITV3, ITV4, ITV Breakfast & CITV
  • ITVs programme remit is broad consequently the main channel in particular delivers a variety of audiences
  • ITV completed the purchase of GMTV in 2010 buying out Disney’s 25% stake
  • ITV2 & 3 consistently deliver the largest audiences of all digital channels
  • ITV has a monopolistic position in the market and is heavily governed by regulation (CRR)
  • ITV player launched in December 2008 (formerly ITV Catch up)
  • ITV is the only broadcaster that currently has an entirely free to air channel portfolio
  • ITV business model remains heavily reliant on advertising revenue

Ranjit_Dhillon_Tips_smallTV-am

TV-am launched 1st Feb 1983

  • TV-am was the first national operator of an ITV franchise at breakfast time
  • TV-am held the franchise until 31st December 1992
  • GMTV launched 1st January 1993
  • The magazine format of GMTV held its own for many years against news heavy competitors
  • Declining audiences and the ITV buyout of Disney’s 25% saw GMTV close on the 3rd September 2010
  • Daybreak launched on 06th September 2010
  • Current presenting team and format (Adrian Chiles & Christine Bleakley from The One Show) now hosted by Lorraine Kelly and Aled Jones
  • Like TV-am and GMTV beforehand Daybreak delivers high volumes of Housewives and Housewives with Children
  • Can prove difficult to attribute web traffic in particular to Daybreak due to the short transmission hours (Broadcasts between 06:00 & 09:25 Monday to Sunday)

Ranjit_Dhillon_Tips_smallC4 – Channel 4

Launched 2nd Nov 1982

  • Remit to produce alternative & cult programming In 1992
  • C4 began selling its own airtime C4 was a strong environment for DRTV advertisers in the early years – less so nowadays
  • C4 is sold on both a national & regional basis
  • C4 portfolio of channels consists of C4, E4, Film4, More 4, UKTV and Box TV
  • C4 won a 10 year contract to sell the UK TV portfolio from 2011
  • C4 delivered c 26% of all commercial audience in 2012 4Seven first catch up TV channel – launched on 04/07/2012
  • C4s core audiences are young and upmarket (16 – 34 ads and ABC1adults)
  • 4od (4 on demand): Channel 4’s TV catch up service – currently available on Channel4.com, Virgin Media, BT Vision, PS3, Xbox 360 and iOS
  • 2013 will see 4od available through Sky Anytime+

 

Ranjit_Dhillon_Tips_smallChannel 5

Launched 30th March 1997

  • 5th terrestrial broadcaster
  • 2012 five became a fully fledged national broadcaster (full digital switchover)
  • Like ITV Breakfast & C4, Channel 5 can be bought nationally
  • Digital stations fiver & five USA launched in 2006 (well after ITV and C4 brand extensions)
  • C5 – Bought by Richard Desmond for £103.5 million in July 2010
  • Desmond changed the name and station identity back to Channel 5
  • Ability to cross-sell across the Northern & Shell portfolio – great opportunities
  • Acquired Big Brother in 2010 – at a high price!
  • Traditionally a strong environment for DR advertisers – relatively low audiences and reasonably cheap, but increasingly mass female audience – so selected DR environment
  • In addition the response dynamic has changed slightly – with a greater proportion of response generated via the web nowadays, C5 performance has fallen away

 

Ranjit_Dhillon_Tips_smallSky – TV

Formed in November 1990

  • The largest pay-tv broadcaster in the UK
  • 10.6 million Sky subscribers
  • Up-selling key for Sky – TV, Phone & Broadband
  • The split between subscription monies and advertising revenue is 90/10
  • Sky revenue in 2012 was £6.79 billion Sky currently broadcast 50 HD channels
  • Sky Media currently sell more than 100 channels
  • In late 2009 Sky bought the Viacom portfolio which included MTV & Comedy Central In early 2010 Sky won the Living TV group contract
  • Sky Media delivered c 22% of commercial audience in 2012
  • From a DR perspective the Sky channel portfolio offers unique targeting opportunities
  • Sky are innovators – Sky Go, Sky AdSmart
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