According to Effectv’s data, several advertisers cut back on their advertising during the summer months, despite the high levels of year-round consumption.
A recent study looking at changes in summer television viewing and advertising was published by Effectv. The key conclusion was that marketers who continue TV advertising over the summer, when advertisers often cut back, may experience a big increase in their brand’s share of voice.
A tiny 2% difference in the amount of time spent watching ads-supported programming during the summer, according to insights from aggregated viewership statistics. Despite this robust and ongoing usage, Effectv discovered that almost 1 in 10 advertisers opt to suspend their campaigns throughout the summer.
According to the data, advertisers who remain on air throughout the summer can gain more share of voice because some of their rivals opt to turn off the broadcast. According to the survey, advertisers can, on average, boost their market’s share of voice by 36% by sticking around during the summer. All categories benefited from a bigger share of voice by remaining on air, with increases being most noticeable in the events (78%), travel (61%) and politics (26%) sectors.
The term “share of voice” refers to a brand’s proportionate share in market and category advertising. Recall of advertising messages rises at lower levels of competitive advertising, clearly to the benefit of firms that remain on television regularly. Additionally, the market share of brands that advertise grows faster when rivals stop advertising, whereas the market share of all brands swiftly decreases when competitors stop advertising.
“Data shows that TV viewing remains relatively flat into the summer, but a disproportionate number of advertisers pull back on their campaigns unnecessarily”, “The days of sleepy summer reruns have been over for years as cable TV and streaming services provide premium content all year long for viewers. Advertisers should follow the data and reach their audience when they are watching throughout the year.”
Travis Flood, Executive Director of Insights, Comcast Advertising
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