Weekday breakfast television is the best performing daypart for Australian advertisers according to a report from international attribution company TV Squared.
The company analysed 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.
The report concluded Weekday Breakfast was, by far, the strongest performing daypart, with response rates of more than 200% above average. But Weekend mornings were the worst performing daypart, with a cost per response (CPR) rate 83% below average.
Monday won out with 7% above-average response; Saturday and Sunday proved to be the most cost-efficient days, but 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.
Advertisers spent more on News than any other genre. While News delivered a decent response rate, it was not cost efficient. Weather and Music showed significant response rates, reaching nearly 500% above average. Reality TV was the lowest response rate at 68% below average.
“The beauty of TV is that it provides unmatched reach and response, and the opportunity has never been greater for marketers than it is today,” said Mark Hudson, Head of Business Intelligence, TVSquared.
“Data, technology and the rise of platform-backed insights are changing the conversation around TV, making it more about outcomes and performance. While performance is going to look differently for every advertiser, these insights illustrate that consistent measurement and optimization are key to ensuring that TV drives impactful, ongoing response, whether it’s sales, website traffic, app activity, search, registrations or any other KPI.”