TVSquared, the global provider of TV attribution, has released TV performance insights for Australian advertisers, the company said.
The report reveals the highest and lowest performing days, dayparts, creative lengths and genres, demonstrating that early weekday dayparts, 30-second creatives and Weather- and Music-related programming had high levels of TV-driven response.
Using data from its always-on ADvantage attribution platform, TVSquared analyzed a year´s worth of TV ad spend and more than 200,000 spots. Cost, response and audience data were evaluated from brands across industry sectors, including direct-to-consumer (DTC), travel, finance and insurance. Results indicate top performance in terms of overall response rate and look at efficiency based on cost-per-response (CPR) analysis.
Key report findings include:
Weekday Breakfast was, by far, the strongest performing daypart, with response rates of more than 200% above average.
While response across days was relatively consistent, Monday won out with 7% above-average response; Saturday and Sunday proved to be the most cost-efficient days, with CPR rates of 20% below average.
30-second spots led in terms of performance and cost effectiveness, with 33% above-average response and 16% below-average CPR.
Weather and Music were the top programming genres, with off-the-charts response, while they also had CPR rates of 65% and 70% below average, respectively.
TVSquared is the largest global enterprise platform for cross-screen, multi-touch attribution across all forms of linear and digital TV content. TVSquared´s always-on analytics platform empowers brands, agencies, networks and publishers to quantify TV´s impact, tie TV to business outcomes and optimize ad performance across TV everywhere. Learn more at www.tvsquared.com.