We’re in the midst of the 2016 media budget planning season and the largest line item in most health care budgets is TV. There’s no denying that numbers are down, but they are relative in a fragmented media-buying world. Overall TV is still the most effective way to reach a large audience quickly. It also remains one of the most powerful tools in any campaign when it comes to imparting the emotion that is ultimately behind the experience of choosing healthcare.
Where Should You Be? Big Events. Big Bang.
The 2015 Super Bowl was the most watched broadcast in U.S. TV history. This defeated the previous record from Super Bowl XLVIII (2014). The Katy Perry halftime show logged a record audience and the “Left Shark”became the meme of social media the next day.
The World Series reached 14.7 million viewers, the highest in six years. The Academy Awards, Oscar nominations and Dancing With the Stars frequently top the Nielsen Twitter TV Ratings. The 49th Annual Country Music Association Awards was the most engaged special for the week ending November 8, 2015. The highest reach and largest mass audiences continue to be found in the top rated TV shows on a weekly basis.
TV is Social
Social media engagement is driving the interest around big events, games and popular television shows. Vines, GIFS and popular opinion (both good and bad) rise quickly during these events in the search ranking and on several social media platforms.
We’re living in a three-screened world, with people watching programming and videos on smart phones, tablets and TV screens. FOMO (fear of missing out) and in some cases better broadcast production are making fans of all ages watch television in real time. Binge watching and time shifting online packages are growing, however time sensitive games, award shows and heavily anticipated season finales still capture people’s attention. The majority of people are choosing not only to watch these shows, but also to watch, comment and share the details. A strong message can be part of that engagement and recall with TV viewers.
The most tweeted events in 2015 included the Super Bowl with 25.1 million tweets sent, the Grammy Awards with 13.4 million tweets and the two-part Empire finale with 2.4 million engagements on Twitter.
Amplify Your TV Message
Your television spot isn’t just for television anymore. By using targeted personas you can capture audiences that are watching less TV.
Facebook Video has targeting options for age and zip code. You can even target heavy TV watchers, increasing your frequency and reach at a more efficient rate. Targeted Twitter campaigns can add to the branding message for as low as .03 cents per view. A YouTube campaign can be targeted right down to a group that may fit one of your service lines. Re-targeting video adds to recall and overall branding.
2016 Planning Tips
- Target special events and season finales. These have the best potential for real-time viewership and have become “must-watch” TV for all ages and demographics.
- Amplify the message for the second and third screen with messages that run on Twitter and Facebook at the same time the program is on live TV. This reinforces the message and captures the reach that you may lose during commercial breaks.
- Use multiple versions of creative to target the message to age and demographic personas.
- Follow heavy rotation periods on traditional media with re-targeted campaigns on digital.
The TV industry is changing. Are you maximizing your reach? Are you buying media that your audience is consuming? We’re experts at taking media budgets to a higher level. If you’re interested contact us.