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Not all TV programming is equal, as most of us know from channel-surfing or scrolling to find something we want to watch on streaming. The same sentiment applies to advertisers.<\/p>\n
For the TV industry, this holiday season may represent a continuation of recent volatility according to EDO, between the impacts of the recent writers\u2019 and ongoing actors\u2019 strikes, ever-growing streaming options, and a soft upfronts season earlier this year. Still, there\u2019s valuable ad inventory for marketers to take advantage of if they know where to look, according to EDO\u2019s Holiday TV Outcomes report released this month.<\/p>\n
Red zone: <\/strong>Retailers that showed ads during NFL games the week of Thanksgiving last year saw a more than 300% spike in engagement rate\u2014aka ad effectiveness per person, per second\u2014compared to the previous week. Ads that aired on any live sporting event held on Black Friday in particular outperformed other programming on that day by 12%, EDO found.<\/p>\nWhile afternoon Thanksgiving games tend to draw more viewers, the evening slot was better for ad engagement last year, per EDO. Ads that ran in last year\u2019s Thanksgiving prime-time NFL game were 70% more likely to result in engagement than the prime-time average.<\/p>\n
\u201cIt\u2019s a really sustained lift that [brands] get from being in the NFL on Thanksgiving,\u201d EDO CEO Kevin Krim told Marketing Brew. \u201cWell worth the premium you have to pay, in our view, based on our data, to be in the Thanksgiving NFL games.\u201d<\/p>\n
For brands that don\u2019t play ball with the NFL, there\u2019s also college football. Outside of the College Football Playoff National Championship, the NCAA New Year\u2019s Six bowl games marked the top college football games of the year in terms of engagement, with last season\u2019s ads in those games proving 71% more effective at generating engagement than the prime-time average outside of live sports.<\/p>\n
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Brands that sponsored one of the bowl games last season, including Chick-fil-A, Allstate, and Vrbo, tended to outperform other brands that ran ads during those games, EDO found.<\/p>\n
Holiday cheer: <\/strong>There are opportunities outside of sports to drive audience engagement. Engagement with ads that aired during holiday movies last year decreased by 9% compared to 2021, according to EDO, but some titles, like A Christmas Carol<\/em>, Jingle All the Way<\/em>, and The Nightmare Before Christmas<\/em>, still performed well for advertisers. People who watched A Christmas Carol<\/em> last year, for instance, were 29% more likely to engage with brands that advertised during the movie compared to the average across holiday movies.<\/p>\nElf<\/em>, released in 2003, and Home Alone<\/em>, released in 1990, were among the top performers, but overall, newer holiday movies\u2014aka those released in the 21st century\u2014tended to drive slightly more engagement than those released in the \u201990s and earlier.<\/p>\n\u201cMovies aired on TV are a great environment, generally, for advertising,\u201d Krim said. \u201cI think it\u2019s a sort of overlooked category out there, and often it\u2019s very reasonably priced from an advertisers point of view\u2026People don\u2019t think of that as the sexy place to be from a media perspective, but they\u2019re good at keeping the consumer engaged with both the content and the ads. Holiday movies just amplify that [dynamic].\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Not all TV programming is equal, as most of us know from channel-surfing or scrolling to find something we want to watch on streaming. The same sentiment applies to advertisers. For the TV industry, this holiday season may represent a continuation of recent volatility according to EDO, between the impacts of the recent writers\u2019 and […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-18079","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-marketing"},"yoast_head":"\n
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