Direct to Consumer brands burst on to the scene powered by their forensic use of marketing analytics.
Now those brands are applying the same science to TV advertising.
New research shows that DTC brands are now one of the fastest growing groups of TV advertisers.
TV attribution firm TVSquared analyzed $138 million of Direct to Consumer brand TV ad spend for 18 U.S.-based DTC companies and uncovered critical insights likely to accelerate the disruption of TV ratings as a metric by these trailblazing brands.
Key findings include:
- Morning and Daytime TV both averaged significantly better response rates than Prime.
- 30 second ads were the sweet spot: They generated response rates that were 50 percent above average and 4x higher than any other length.
- As an ad gets longer, response rates went down.
- DTC brands track an average of four performance-based KPIs to measure TV campaigns and get a deeper look into customer viewing, behavior and response habits – 33% track purchases and conversions, 17% track registrations, and 10% track first vs repeat customers.
- Talk shows, Children and Spanish Language programs worked best among genres, in some cases tripling the response rate. Movies and Sports were worst.
- Some genres of TV, such as Nostalgia, proved both best and worst time to advertise: Best for Food Delivery brand ads and worst for Subscription Services.
- Thursdays and Fridays drove the most response in terms of days of the week and were cheaper than the average cost
TVSquared measured responses to ads across retail, subscriptions services, food delivery and high-end travel.
The full Direct-to-Consumer Brands: TV Performance Benchmarks report can be downloaded here.
