Analysis Uncovers Strongest Response for 15-Second Spots and Daytime TV

TVSquared, the global leader in linear and digital TV attribution, released its report, “Taking Back the Wheel: TV Ad Performance Insights for Automotive Brands.” The analysis uncovers the TV buy elements that are driving response – spanning KPIs, creative lengths, programming genres, days and dayparts – for the auto industry.

TVSquared analyzed more than $10 billion in TV ad spend from nearly 200 auto brands. Response, cost and audience data from TVSquared’s always-on ADvantage platform was evaluated to find the highest and lowest performing buys, providing auto advertisers with invaluable insights into spend efficiency and effectiveness. Key findings featured in the report include:

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• Animation was the most effective genre for response; while Sports was the most popular genre, despite continually delivering average results.
• 15-second spots had a cost per response (CPR) 25% lower and a response rate 50% higher than traditional 30-second ads.
• The highest response rates were seen during Daytime TV – +33% during weekends and +21% during weekdays.
• Mondays performed the least effectively, and were 18% more expensive in delivering response vs. other days.

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Mark Hudson, Head of Business Intelligence at TVSquared, who spearheaded the report, said:

“This is essential reading for auto advertisers, providing strategic guidance to leverage TV ad spend effectively at the global, national and local levels. Amid pressure to maximize ad spend, attract new buyers and secure future growth, auto brands should focus on middle- to down-funnel KPIs for their TV ads to drive response – such as locating dealerships or engaging with new-car configurators. A user’s journey to purchase can take weeks or months to complete, so measuring these types of responses gives brands insightful, quantifiable indicators of TV performance.”

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