MAM

Multichannel TV beneficial to advertisers : Casbaa

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/26/Simon-Twiston-Davies.jpg?itok=eDDnsK8Y

MUMBAI: A 100 per cent allocation of a $1.75 million budget to free-to-air (FTA) results in a campaign viewed by just 33 per cent of the TV population. The campaign reach increases from 33 per cent to 56 per cent when half of the TV budget is redistributed to multichannel TV from only FTA TV allocation.

Casbaa has released a powerful first-of-its-kind reach and frequency analysis of the definable returns on media investment in multichannel TV advertising.

Commissioned by Casbaa and executed by global media agency Universal McCann, the study measures the benefits of allocating variable percentages of a $1.75 million TV budget on multichannel TV and FTA in seven key Asia-Pacific markets: India, Australia, Hong Kong, the Philippines, Malaysia, Singapore and Taiwan.

Casbaa CEO Simon Twiston Davies said, "The clear advantage of advertising on multichannel TV becomes self evident when simulating real-life budgeting scenarios via robust Peoplemeter data. The numbers demonstrate that multichannel TV makes undeniable fiscal sense when reach and return on investment are optimized."

Added Universal McCann Hong Kong managing director Chris Skinner,"This powerful new look at TV data allows to us to better understand that for a regional campaign, switching a portion of the budget onto regional multichannel TV channels means we can deliver higher reach at a lower cost-per-thousand for our clients."

An equal combination of FTA and multichannel TV sees total impressions (gross number of times a commercial is viewed) multiplied by 2.5 times from an FTA only schedule: increasing from 537 million to 1.4 billion. Using multichannel TV lowers cost per thousand (CPT) by up to 60 per cent in a 50/50 multichannel TV/FTA combination versus an FTA only schedule.

"Campaigns that allocate part of their terrestrial TV budget to multichannel TV reap the rewards. The research tells us that you can effectively double your reach, increase the viewing frequency of ads, and lower your CPT – all with no extra investment" added Twiston Davies.

A similar trend was also monitored when the demographics data was analysed to reflect key age, gender and socio-economic groups.

In the coming months, Casbaa will release yet more data from two other global media agencies supporting the case for multichannel TV advertising.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/ipsos.jpg?itok=AxDkIzZx
Food Habits of Indians: Ipsos Study 74% Indians are content with their current body weight; 63% Indians are willing to eat a plant based substitute for meat The study busts myths about Indians

According to a new study by Ipsos that explores world’s food habits, insights about Indians are particularly interesting as they bust myths about food habits of Indians

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/kanta.jpg?itok=QLnHVlZY
91% Indians to spend more on e-com sites in 2019

Factors like growing traffic congestion across the cities are prompting more and more people to shop online reveals the business and brands predictions report 2019.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/blender.jpg?itok=B1_TuSiS
Celebrating the self, Blenders Pride Fashion Tour 2018-19 arrives in Mumbai

The 14th edition of the Blenders Pride Fashion Tour celebrated the self and the individual through its extraordinary new concept-‘Pride’, in Mumbai.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/MS_Dhoni-Orient_Electric.jpg?itok=3itdCHDp
MS Dhoni turns world upside-down in Orient Electric's new ad for Aeroslim fan

Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote Aeroslim, “India’s first smart ceiling fan”. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. It...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/Bradley_Cooper-Sonam_Kapoor.jpg?itok=tf-uqFSP
IWC celebrates new Pilot's watches launch in Geneva

IWC Schaffhausen celebrated the launch of its new Pilot’s Watches with an exclusive gala evening at the Salon International de la Haute Horlogerie (SIHH) in Geneva. Around 800 guests had the chance to admire a true icon of British aviation – the Spitfire – and ring in the year of Pilot’s Watches...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/iamge.jpg?itok=mD17Fb_t
Rohitash Srivastava named Planning Head, Ogilvy North

Ogilvy Gurugram has appointed Rohitash Srivastava as the head of its planning unit.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/dentsu.jpg?itok=RLg33FCT
Dentsu Impact launches new campaign for Mobiistar

Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the launch campaign for Mobiistar X1 Notch.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/funfoods.jpg?itok=EZVHXF0B
FunFoods by Dr. Oetker attempts to make ‘Ghar Ka Khana’ more appealing

FunFoods by Dr. Oetker has launched a digital campaign titled #NothingLikeHomemade based on an everyday insight that children prefer ‘Bahar Ka Khana’ over ‘Ghar Ka Khana’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/Untitled-1_0.jpg?itok=fP9BS_Gs
Facebook to bring stricter ad rules ahead of India's general election

Reuters has reported that Facebook Inc will be extending some of its political advertising rules and tools, for curbing election interference, to several countries including India ahead of the general elections. India will be electing the parliament this summer.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories