What cycle does a TV brand campaign go through?

The television became a tool of communication in the 1950’s where it was the primary medium of influencing public opinion. But since then, it has changed significantly. The last ten years has seen it expand to Smart TVs and digital television where the only requirement necessary is a simple wifi connection. In fact, according to TV Licensing the amount of households with television licenses increases yearly with 95% of the British public already owning a licensed TV. Despite the new wave of technology, the TV still remains the most substantial form of marketing.

Campaign cycles convey descriptive results for FMCG businesses 

Each creative takes time to bed in, consumers become accustomed to the new campaign and begin to identify the creative with the brand. Afterwards, the creative enters a new stage called the peak. This is where it will have the most impact for the brand. But the peak eventually begins to decline into the wear out stage where the consumer is no longer interested in the new creative thus ultimately decreasing sales.

Which is why it is so important for FMCG businesses to know how long the creative will bed in to achieve the maximum impact. Some adverts such as the John Lewis Christmas Advert refresh their creative annually to limit such effects. However, brands such as Coke replay the same creative every christmas and rely on creative campaign cycles for results.

Brands need to know when a creative refresh is necessary, this issue lies with the consumer. It can take a while for consumers to recognise a creative and fully ingest it over time, once ingested the creative reaches its maximum impact. Eventually they become accustomed to the campaign and no longer react to it signalling that it is time for a refresh.

For businesses this depicts that the initial ROI from a new creative will inevitably be lower than future bursts once the campaign has had time to bed in. Should all things being equal increase the future bursts as well as the ROI will decrease. We have found that by working with FMCG businesses results vary depending on the product and platform.

 

Brightblue Consulting are a London based consultancy which help businesses drive incremental profit from their data. We provide predictive analytics that enable clients to make informed decisions based on data and industry knowledge. Through Market Mix Modelling, a strand of Econometrics, Brightblue has a proven track record showing a 30% improvement in marketing Return on Investment for clients’ spend. If you are interested to find out more please contact us through email by clicking here and one of our consultants will get back to you shortly.

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