TV Advertising is big business. As a whole network, ITV1 reaches 26.1 million homes, 48,640,000 adults and 8,599,000 children aged 4-15. The network is split into 13 sub regions, allowing advertisers to target certain Geographical areas. To run a 1 month basic advertising campaign across the whole region would demand a budget of at least £1million – so it tends to be only larger firms that can benefit from these marketing economies.

1. TV Advertising –
Eye Catching Ads
TV Advertising is big business. As a whole network, ITV1 reaches 26.1 million homes,
48,640,000 adults and 8,599,000 children aged 4-15. The network is split into 13
sub-regions, allowing advertisers to target certain Geographical areas. To run a 1
month basic advertising campaign across the whole region would demand a budget
of at least £1million – so it tends to be only larger firms that can benefit from these
marketing economies.
A survey of consumers by The Guardian as many as three-quarters of marketers’ TV
newspaper concluded that 52% of respondents adverts are viewed by just 20% of their target
believed that television advertising was more audiences. The report highlights the Unilever
memorable than any other form of advertising $6.3 million TV advertising campaign for its Axe
medium, followed by 10% who said newspapers body spray, stating that it was not seen by 60%
and just 2% for online adverts. However, the of the 18 to 24 year olds that it intended to see it.
same report also suggested that 90% of television
viewers tend to skip through the adverts when Despite these shortcomings of television
watching pre-recorded programmes on their advertising, the US advertising industry is expected
devices at home. to have spent $64 billion of television advertising
in 2012, which equates to 42% of their total
However, a survey conducted by the advertising budget.
industry in the United States (1), found that
nationwide US television advertising campaigns Multi-Channel TV allows the segmentation of
are failing to reach a large portion of their target audiences to be achieved more easily. For example,
audiences. The data shows that in many cases, in the United Kingdom, ITV1 is an all audience
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2. TV Advertising –
Eye Catching Ads
continued
channel – whereas ITV2 is a channel designed which featured the company’s Meercat brand
for the younger audience aged 16-34 years old characters and where they hand over a free gift
and contains programmes such as “The only way to a window cleaner cleaning an office block.
is Essex” and “X-Factor USA” – and ITV3 is YouTube have also announced the most popular
aimed at the older target market of 35 years + adverts of 2012 – with the Honda Civic’s “Spark
who fall into the ABC1 socio-economic grouping. TV” topping the list. (2)
It airs programmes such as “Downton Abbey”,
“Morse” and “Poirot”. Finally, ITV4 is a platform
which is aimed at the male viewer aged between (1) www.ft.com/cms/s/0/2ca49632-ef1b-11e1-9da8-
00144feabdc0.html#axzz2GcboKHv7
25 and 44 years old. According to ITV figures, it
(2) www.marketingweek.co.uk/news/youtube-reveals-
saw a peak audience of 3.5 million in the summer 2012s-most-popular-ads/4005047.article
of 2012 when it aired the Tour de France bike
race.
A recent article in “Marketing Week” ran a survey
of the most popular UK TV advert of 2012. The
winning advert was “CompareTheMarket.com”
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