Smithfield News & Blog

Date posted: 17 Sep 2019

Posted by: Smithfield

Post category: Blog

Date posted: 17 Sep 2019

Posted by: Smithfield

Post category: Blog

Are you taking advantage of the current TV advertising market?

It’s an unusual Autumn with political uncertainty clouding marketing options and decision making. We have seen a further £40m wiped from the 4th quarter revenue predictions in the last week. We are still talking of over £1billion being invested in TV airtime in Q4 so it’s not quite Armageddon. There will be some easing on pricing and that has been apparent for some time. The first clue was ITV suspending late booking charges back in May. Another was when they extended the period. Clearly demand was down and remains so. And, if you are still hearing the term Advanced Booking deadline then perhaps we should chat?

The TV market is many markets acting in parallel so while we are looking at an overview for price easing, advertisers are seeing their 16-34 costs soar. ITV’s September revenue was reasonably stable – final figures aren’t quite yet confirmed but we are estimating it to be flat YoY within a percentage point or two. But recorded impacts are significantly down as the young adopt unmonitorable ways to view TV content resulting in a price spike approaching 25%.

So the downturn in demand doesn’t quite guarantee an Eldorado of cheap costs across the board. Annual TV revenue will still be £4 billion, unequivocally a healthy market and one that confirms a strength of business confidence we’d like to see more of from Westminster. Even, where some clients have made a pragmatic decision to suspend their investment, it doesn’t mean the market is about to collapse. It does mean there are advantages for the astute TV buyer to exploit.

Longer term, the arrival of Apple’s much heralded streaming subscription service accentuates the dilemma of C4 and ITV who are dependent of their advertising revenue for their income. Their business models depends on the audience accepting interruption of their entertainment. As uninterrupted viewing, via subscription services such as Netflix and Apple, become the norm for the new generation of viewers that model will be tested to the full.

If you want to learn more about how Smithfield can drive greater effectiveness from your TV campaign then why not get in contact with us by clicking here. Or, give Patrick Woods a call to find out more.

Or, read more opinions, news and insights from Smithfield. Our latest blog piece is about Marketing in a recession.

Call Patrick Woods on 0207 257 2600 to find out more

Date posted: 16 Sep 2019

Posted by: adam

Post category: Insights

Date posted: 16 Sep 2019

Posted by: adam

Post category: Insights

Why you should not stop marketing during a recession

Adam Shoefield, founder of Smithfield Media Agency. I started Smithfield in 2011 at the tail end of the last recession. Starting a business during a recession can be challenging but I strongly believe it is not only possible to survive during a recession but there is a real opportunity to thrive.

Date posted: 8 Aug 2019

Posted by: Smithfield

Post category: Insights

Date posted: 8 Aug 2019

Posted by: Smithfield

Post category: Insights

Why Experience Counts

When I used to hear the words ‘In my experience…’ I groaned.  It felt to me like a default expression to mitigate for a lack of ability or knowledge. The longer I worked in the media industry, the more I realised experience does really make a big difference. You can read all the ad strategy books, study all the marketing theory, but without having that vital experience, your clients budgets might not work as hard as they would want or expect. To put that in context consider the following: The Travel Channel may seem like the perfect environment for a…
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Date posted: 8 Aug 2019

Posted by: Smithfield

Post category: Insights

Date posted: 8 Aug 2019

Posted by: Smithfield

Post category: Insights

The importance of radio in your media mix

As a graduate and a recent entrant into the world of media (I started at Smithfield 1 month ago), I was excited to be invited to spend a day at Radiocentre in London. Radiocentre is the industry body for commercial radio, operating over 300 radio stations across the UK. Here are a few highlights of the things I learnt: The first thing that really surprised me was the sheer volume of people who tune in to the radio every week. Growing up in the 90s I assumed that Spotify and other streaming platforms would have dwarfed radio listenership by now!…
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Date posted: 4 Jul 2019

Posted by: Andy Kinsey

Post category: Insights

Date posted: 4 Jul 2019

Posted by: Andy Kinsey

Post category: Insights

Building Your Local Search Presence

In our previous article you can see that location-based marketing needs full media integration to deliver growth. In this article we focus on local search and how it needs to work as a stand-alone tool to deliver continuous traffic to your website or local store. Whether you have one real-life location, 50 or even 1000, optimising your SEO strategy and website for multiple locations isn’t generally that easy. Ultimately, search engines are always changing algorithms, coupled with an ever-growing array of competition and it’s easy to see why growing a local search presence is difficult. However, with a little focus…
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