• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV Advertising
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV Advertising
      • Press
      • Radio
      • Inserts
      • Door to Door Advertising
      • Outdoor
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Has live appeal TV programming lost its edge?

Has live appeal TV programming lost its edge?

1st November 2017 by Aidan King

After 33 years on our (non-commercial) screens, Crimewatch has been cancelled by the BBC.

Nick Ross, one of the programme’s original hosts, blamed it on the “decay of old-fashioned, linear television” and the increasing trend of recording programmes and watching them later. “What is the point of a live appeal show? It has to be live, that’s the way it works. And if you watch it the following day, there’s no one on the phones,” he said.

But is he right?

The impact of time-shifted viewing and online video (VOD) is often overstated. TV reaches 92.2% of all individuals every week, according to a Thinkbox September 2017 report. Latest figures for September show on average, people watch 3 hours and 14 minutes of TV per day. Within that, 2 hours and 13 minutes are commercial; an increase of 4 minutes compared to last year. So, people are still watching plenty of linear TV.

However, Ross does make a good point about phones being answered. We work with a number of client partners who incorporate phone response in their TV advertising and other channels. Plus, we know from experience the importance of considering the call centre and logistics involved when planning and managing TV campaigns.

It would defeat the purpose of investing in TV to drive people to pick up the phone if nobody is there to take the call. That’s why it is essential to keep an open and frequent line of dialogue between agency, client partner and their internal or external call centres; not only to ensure TV drives the absolute maximum response, but so that the infrastructure is in place at the right time in order to take full advantage of every lead.

Within our in-house ARMalytics suite, clients can log in to see the time and date of every booked TV spot and their estimated viewing figures. Where relevant we also send regular spot schedules to clients, or direct to their appropriate agent – using estimated ratings and historic TV performance data to accurately forecast the number of calls within a given hour and day. These forecasts help the call centre plan appropriate staffing levels to make sure the phones are answered and clients are not missing out on potential revenue.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy