It’s that time of year when grocery retailers go for it with extra gusto, especially on our TV screens.
Yes, love ’em or hate ‘em, blockbuster ad campaigns are back, packed with bargains and tasty treats.
Using data sourced from ActiveVoice.uk we’ve taken a look at the Christmas launch fortnight for each of the UK’s top 5 grocery brands to find out who’s been spending and what programmes they are likely to be seen in.
‘Coronation Street’, once the juiciest tangerine of all pre-Christmas shows, appears only as a top 5 selection in schedules for Asda, Morrisons and Sainsbury’s, whilst ‘Emmerdale’ only features during the first two weeks for Aldi and Morrisons.
Tesco’s second favourite show was ‘Tipping Point’. But the number 1 across all 5 retail brands was Hancock’s half hours, better known as ‘I’m A Celebrity, Get Me Out Of Here’, which captured a significant proportion of each retailer’s adult impressions during the first two weeks of their Christmas campaigns
Jill Scott may be grabbing the headlines, but ‘Celebrity’ presenters Ant and Dec definitely helped ITV to rake in the cash. 15.4% of the impressions bought by the retailers during this period appeared in their show.
According to well-informed sources (specifically, the internet), the boys are rumoured to be paid around £1.1m each per week to host the show.
If we apply rate card CPTs to the ‘Celebrity’ airtime, ActiveVoice.uk estimates that the value of (just!) these five advertisers across 2 weeks is £4.5 million. Even a chunky 35% discount delivers £2.925 million.
You couldn’t vote for better value for money than that.