Advertisements making their television debut analyzed by System1 and ITV
In a groundbreaking report titled 'Break Through', System1 and ITV have delved into the world of 'new-to-TV' advertising, revealing that emotionally engaging creative is key to increasing the chances of success for TV ads.
The report underscores the importance of avoiding dull or uninspiring media environments, as many advertisers often invest in media settings that suppress attention, thereby reducing ad effectiveness and return on investment (ROI). By choosing engaging, high-quality TV environments that maximize viewer focus, advertisers can enhance the impact of new TV advertising.
To maximize the effectiveness of new-to-TV ads, the report offers several recommendations:
- Invest in premium, attention-grabbing media environments: Cheaper, low-attention platforms may seem cost-effective, but as Kate Waters, Director of Client Strategy and Commercial Marketing at ITV, notes, "cheap media isn't cheap if nobody’s watching."
- Craft emotionally charged and well-positioned ads: System1’s research combined with Effies data shows that ads with clear positioning, emotional resonance, and consistent brand cues deliver a multiplier effect on profits.
- Run ads over a longer duration: Allowing emotional and brand coding to build is crucial, as pulling ads early compromises effectiveness.
- Balance reach and performance channels: Mature businesses gain better ROI by not relying solely on performance-focused digital channels but incorporating TV to reach broader audiences effectively.
- Address underrepresentation and create relatable content for key demographics: Initiatives like Wise Up!, a collaboration between ITV and System1, recognise the importance of appealing to older audiences, who respond better to authentic, inclusive advertising.
The report emphasizes the strategic shift towards prioritizing high-attention environments, emotional storytelling, brand continuity, and audience relevance to maximize the effectiveness and returns of new-to-TV campaigns.
Kate Waters emphasized the role of TV in connecting brands with audiences and driving both short-term and long-term effects. She stated, "Even brands who haven't advertised before can, if they get their creative right, be launched into popular culture and see their profitability over the long-term grow."
The study, which analysed 500 ads aired on ITV between 2020 and 2024 by businesses that had not advertised on TV in two decades, revealed that new-to-TV ads are becoming more effective, with an average Star Rating of 2.4 in 2024, up from 1.7 in 2020.
The report is available for download on System1's website, and Jon Evans, the Chief Customer Officer at System1, encourages marketers to focus on premium, emotionally engaging TV content in the right media contexts, maintain consistent branding, run campaigns long enough to yield impact, and tailor ads to connect with key demographic segments for improved new-to-TV ad effectiveness.
[1] Quote from the report: "Cheap media isn’t cheap if nobody’s watching." [2] Quote from the report: "Mature businesses gain better ROI by not relying solely on performance-focused digital channels but incorporating TV to reach broader audiences effectively." [3] Quote from the report: "Ads with clear positioning, emotional resonance, and consistent brand cues deliver a multiplier effect on profits." [4] Quote from the report: "Older viewers respond better to authentic, inclusive advertising."
- To optimize the return on investment (ROI) of new-to-TV ads, marketers should prioritize investments in premium, attention-grabbing media environments, as stated in the 'Break Through' report by System1 and ITV, which asserts that "cheap media isn’t cheap if nobody’s watching."
- For effective new-to-TV campaigns, it's crucial to run ads over a longer duration to allow emotional and brand coding to build up, a recommendation made in the report, as doing so can prevent compromising the effectiveness of the ads.
- In addition to running ads over a longer duration, the report suggests emphasizing the importance of crafting emotionally charged and well-positioned ads with consistent brand cues, as such ads with emotional resonance are found to deliver a multiplier effect on profits, as stated in the report.
- To reach broader audiences effectively, mature businesses should balance reach and performance channels, avoiding solely relying on performance-focused digital channels, as suggested by the report, which states that "mature businesses gain better ROI by not relying solely on performance-focused digital channels but incorporating TV to reach broader audiences effectively."
