Learn about seasonality
We are all different. Some prefer summer, others fall, for some it is May or nothing, for others December and its atmosphere. On the advertiser side, it's the same, some invest more easily at the beginning of the year, others during school holidays, others even during the end of the year... In short, each advertiser, and more generally, each sector is different.
Let us take 4 key sectors in television that are clearly subject to seasonality: the distribution, financial institutions/insurance, services and travel/tourism sectors.
In France, the distribution sector invests for example mainly in October, November and December, and it can be assumed that this is linked to the end-of-year holidays and the pressure then exerted in television. Financial/insurance institutions are more interested in the months of August and September, the back-to-school season, which corresponds with the installations and registrations... TV advertisers in the service sector prefer the months of January and February, perhaps because the new year is often synonymous with new resolutions and therefore the signing of new contracts for individuals. Finally, the travel/tourism sector also experiences a peak in January because it is often during this period of greyness and post-holiday depression that we plan the most to go on holiday, and we sometimes have the necessary money to do so (thanks Santa Claus).
Some of these choices are therefore oriented because of activity, but others are oriented for budgetary reasons. Historically, in France, the months of January (after the holidays so the wallets are empty) then July and August (in the middle of the summer holidays) are the cheapest, while June and September often rank first.
Sponsoring or classic?
Realytics not only measures and analyses traditional advertising campaigns, but can also provide you with its expertise on your sponsorship campaigns. It should be remembered that the classic campaign takes the form of a TV spot broadcast on a channel between programs, when a sponsorship campaign targets the brand-program association within the latter, when the brand becomes a real sponsor of the program.
Indeed, it is possible to measure the impact of sponsorship campaigns in the same way as a traditional campaign, using KPIs - but without being able to optimize them as you can with a traditional campaign, due to the very format and method of purchase.
Many advertisers choose to invest in sponsorship for budgetary reasons: the costs are much lower than in a traditional campaign, and, for the same price as a traditional campaign, a sponsorship campaign can last up to twice as long. It is also easier to choose the program where to place your sponsorship campaign so that it is in line with your target audience. This is precisely what Realytics offers you to measure: the affinity of your sponsorship spot with the TV program in which it is broadcast, allowing you to have a clear idea of the audience that is responsive to your message.
Focus on e-merchant investments
However, in the context of a first-time adopter's TV campaign, the choice between classic and sponsorship may seem much clearer and more logical. Indeed, an effective sponsorship campaign implies having an already well-established reputation: how can you expect to reach an audience with a 6 to 12 second spot - when a classic spot lasts on average 20 seconds?
E-merchants generally favor the classic space over sponsorship (65% vs. 15%), with sometimes mixes (20%) where classic space and sponsorship are chosen almost equally (43% for the first vs. 57% for the second).