Here's an intriguing tidbit from our friends at Mediamark Research: TV advertising isn't just about ratings. It's about how focused your audience is when they see your ad.
Consider the handy chart above, which shows the % of Americans "consuming" each media channel by daypart (click here to enlarge the MRI report from June 07). Take a gander at TV, there in the top left. About twice as many people watch TV after work as in the morning. So far, no brainer. That's why we have ratings, and why prime-time spots cost more. Some advertisers avoid prime time due to the perceived added cost.
But now consider how FOCUSED your audience is when they watch. In the 5-9 a.m. daypart, only 31.4% of viewers say they are "very focused" on the TV. From 5 p.m. to midnight, 37% of viewers were "very focused."
Hmm. Let's do the math. [(37% - 31.4%) / 31.4%] = oh, you get it, about an 18% increase in attentiveness for consumers in the evening vs. morning. That means if your TV spot airs around dinnertime, viewers are 18% more likely to actually see, and remember, your message. All GRPs and impressions held equal, it appears catching consumers when they're relaxing after work is a better bet. Heck, who wouldn't want an 18% lift in results?
Now, if this seems shaky ground, let's look deeper at the "multitasking" column. (You know -- like when you read a blog eating a breakfast sandwich and checking voicemail.) Of morning viewers, about two-thirds were multi-tasking while the TV was on in the background. By evening, the number of viewers doing something else had fallen to one-half.
Ahhh. The light appears. Mornings: busy. Evenings: less busy. Seems like common sense, but few media planners consider this when they're juggling GRPs. In your next advertising plan, sure, weigh media efficiency and eCPM. And then consider the daypart, and ask the question -- at 8 a.m. or 8 p.m., will my audience really, truly be paying attention?
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