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THE MEDIA APRIL 2018

In response to these issues, Storie says, “We have looked at a reach-based model to capture all ‘views’ across the audio visual channel, making use of our own proprietary DAN tool, the Consumer Connection Study. Based on a single source research structure, we are able to look at a consolidated view across various platforms, taking into account second screening and unduplicated exposures”. 216 The Media | wagthedog.co.za TV PLANNING But he posited that “reach is the bare basics of an objective”, and that it is crucial to define the type of reach required e.g. attentive or engaged reach. From his perspective, “the inputs need to be layered like a cake – what’s the foundation that is needed to attract the base? Then build up based on indices, genre focus, and geographical location”. Understanding viewing habits The starting point for this is, of course, a tight and concise brief from client that clearly outlines the objectives needed. That a scrupulous process is required to develop an effective campaign was echoed by Good, who points out that “the more you understand the small details, the more effectively performance can be crafted and refined.” She explains the need to create a deeper understanding of viewing habits by station, because different channels behave in slightly different ways. She stresses that “even the channels that have small audiences can still contribute to increasing overall reach”, providing that one leverages their distinct viewing patterns e.g. BBC Lifestyle and Food Network draw useful weekend audiences. She also advises: “In the context of broadly defined audiences, a segmented approach that favours targeting the upper segment of the audience definition is most effective in building overall performance.” Taking another perspective, Cindy Pienaar, channel strategy director at PHD Media, speaks of the challenge faced by brands that have reached brand awareness saturation, when it becomes “imperative to do something over and above a 30” campaign, such as partnering with local programmes to deliver more value to an engaged audience.” She points out that these should be “leveraged via social media, especially since the second mobile”. This could go some way to address her concern that “the 30” ad, although driving spontaneous brand awareness against the higher LSM market, does not deliver the same level of trust/believability among this market and we need to engage them more and it is harder to build their trust. The 30” ad is not enough”. While most advertisers are focused on the problems posed by the upper end of the market, Botha cautions that “we have also seen flow down the funnel with top programmes such as Generations and Uzalo (traditional middle market winners) not achieving the numbers they did in the past because of the explosion of DStv Compact and Access”. This sort of shift inevitably has an inflationary impact on advertisers, who are not only being squeezed by free-to-air audience loss, but also by higher CPPs charged by subscription TV. Chris Botha Ave M-F viewing minutes are significantly lower in SEM 10 15+ SEM 7 SEM 8 SEM 9 SEM 10 Mon-Fri Sat % Source: ES Jan - Jun 2017 Sun 208 198 219 218 208 208 215 200 201 212 198 187 222 206


THE MEDIA APRIL 2018
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