Just over a month ago, media outlets all over the UK shared the breaking news: Piers Morgan had resigned as a host of ITV’s Good Morning Britain, following his highly controversial comments about Meghan Markle just the night before. After years of being part of the driving force for attracting the morning show’s viewers, ITV […]
ARM Blog
Maximising postcode data when targeting your audience
One of the most important aspects of media planning is ensuring your advertising is hitting the right people, i.e. your target audience. If you have an existing customer base, you can use their postcode data to help create a detailed profile and unpick their characteristics. Utilising postcode data, you can specify which of your customer […]
Which ads do people trust most?
On the back of your favourite magazine, throughout your favourite TV programmes and alongside the road, you come across different types of advertisements everywhere. But where is the most effective place to put your ads, and when will consumers find them most reliable? We’re aware of the ‘old-fashioned’ methods of advertising such as billboards, print, […]
How to target niche audiences through linear TV campaigns
Linear TV is often wrongly perceived as limited when it comes to audience targeting. As a traditional mass reach channel, the TV audiences that are bought and sold are broadly inclusive. However, using coverage reach and frequency data (CRAFT) from BARB, we can build into our TV plans a wider range of niche audiences. Incorporating […]
The changing landscape in Sweden and Denmark
The Nordic markets are something of a double-edged sword for advertisers. On the one hand, higher average wealth in these markets makes them profitable with good lifetime value (LTV) and high average basket sizes, however, the cost of media is more expensive than other northern European markets. TV, in particular, has become more difficult over […]
7 key facts from the UK TV advertising market in 2020
TV ad spend in 2020 was £3.7 billion, down from £4.2 billion in 2019 (-11%) The initial COVID-19 lockdown in Q2 delivered the most severe negative blow for broadcasters. Demand from a large swathe of advertisers disappeared almost overnight. Traditionally higher demand and revenue months in Q4 helped close the gap and limit the overall […]