Marketing reports that UK commercial broadcasters are cutting the cost of running interactive TV (iTV) ad campaigns in an attempt to win over sceptical FMCG and entertainment brand owners. The last breaths of a dying medium? Maybe, maybe not:
The Sky View research panel of 20,000 satellite television subscribers in the UK indicate that 5.3 million or 69% of Sky digital households interacted with their television in the course of a monthThe research suggests that the average reach for an interactive television advertising campaign is around 200,000 households across the UK, although this varies considerably by advertiser.The quality of the creative approach appears to play a large role in effectiveness, with strong video material unsurprisingly being more successful than textual presentation.A Carlsberg campaign generated an estimated 429,000 household interactions, while Budweiser received 197,000 and a Carling commercial produced 105,000 interactions.The response rate for the Carlsberg campaign was also higher at 1.5%, compared to 0.5% for Budweiser and 0.4% for Carling.Across 10 campaigns in June 2006, the average time spent interacting was 136 seconds, although the three beer commercials significantly exceeded this at 258, 236 and 209 seconds respectively.It seems that the brands attracted different individuals to interact, with only a 9% overlap between households interacting with both the Carlsberg and the Budweiser commercial.
The Sky View research panel of 20,000 satellite television subscribers in the UK indicate that 5.3 million or 69% of Sky digital households interacted with their television in the course of a month
The research suggests that the average reach for an interactive television advertising campaign is around 200,000 households across the UK, although this varies considerably by advertiser.
The quality of the creative approach appears to play a large role in effectiveness, with strong video material unsurprisingly being more successful than textual presentation.
A Carlsberg campaign generated an estimated 429,000 household interactions, while Budweiser received 197,000 and a Carling commercial produced 105,000 interactions.
The response rate for the Carlsberg campaign was also higher at 1.5%, compared to 0.5% for Budweiser and 0.4% for Carling.
Across 10 campaigns in June 2006, the average time spent interacting was 136 seconds, although the three beer commercials significantly exceeded this at 258, 236 and 209 seconds respectively.
It seems that the brands attracted different individuals to interact, with only a 9% overlap between households interacting with both the Carlsberg and the Budweiser commercial.
Robin Grant
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