I know, I know – enough about our endless winter. But as Q1 comes to a close, it is important to recognize the unique winter events of 2014 and how they may, or may not, have impacted your TV advertising campaigns.
The Polar Vortex(es) (yes, plural) closed schools, businesses…even our Federal government. This forced many people inside and in front of their screens. According to Nielsen, Americans spent almost 30 minutes longer surfing entertainment websites in January compared to the monthly average. There was an uptick in daytime television viewers as well with daytime soap operas experiencing record ratings during these wintery weeks.
Blizzards and deep freezes weren’t the only surprises this winter. Despite a lackluster game, SuperBowl XLVIII ranked as the most-watched U.S. TV telecast of all time. Then there were the first all-live Winter Games in Sochi which dominated NBCUniversal’s TV ratings across day parts on, despite lower viewership than past Winter Olympics.
While no one can predict events like these, advertisers with DRTV in their mix can monitor data on a weekly, even daily basis. This gives them the agility to adjust their media buy on the fly to take advantage of shifts in viewership.
So, as you develop your media plan for the rest of the year, consider including tactics that can help you weather the storm when the unexpected happens. Because it does.
Tara Anbudaiyan is VP, Account Services at A. Eicoff & Co., one of North America's largest DRTV agencies.