Is your brand taking advantage of seasonal TV pricing?

Date posted: 9 Oct 2019

Posted by: Smithfield

Post category: Blog

TV pricing is based around supply and demand. Supply is  the numbers of viewers watching TV and demand is the amount of money committed to TV by advertisers. This is why we see price fluctuations occurring throughout the year. Knowing when these occur provides an opportunity for brands to take advantage of the seasonality of TV pricing.

  • Twixmas, is one of these unique periods!

Between the back half of December and the early part of January, viewing figures often rise as the weather forces us indoors and more people are at home on their Christmas holidays. Added to this, the amount of money committed to TV advertising falls, (many of the big retail advertisers commit their full Christmas budgets to the first half of December). This perfect storm of high supply and low demand means that TV pricing is at its lowest and there are great deals to be had. It’s this period that has earnt itself the nickname of Twixmas.

Average TV pricing at Twixmas can drop by up to 50%. This means if you have small budgets or want to get more bang for your marketing buck, this is a great period to use TV – simply put, you can double the value of your advertising budget.

On top of this, you can access a professional audience at very low prices even during the daytime, as many workers are on their Christmas holidays and watching TV when they normally would be at work.

This period will not suit every brand, but Direct Response brands in the travel, charity, finance, insurance and health sectors can reap great rewards during this key period for them. The low TV pricing means that with smaller budgets you can drive larger volumes of efficient response and build broad awareness of your brand.

If you want to learn more to take advantage of the Twixmas period, then why not get in touch with Patrick Woods on 020 7257 2600 to see how Smithfield can help.

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