Measuring TV advertising performance is not a walk in the park. As much as we wish this wasn’t the case, there is no singular tool or measurement solution that is guaranteed to work for every campaign out there. Although, as technology advances, our understanding of TV’s effects also improves. That being said, we are sharing 5 tips on how to measure TV advertising.
Measure Primary Impacts
To measure TV advertising, start small by evaluating the responses to ads within minutes after each airing. Track the responses through calls, texts, or the web to evaluate performance. These numbers can provide an early indication of how people are responding to the ad.
Evaluating these primary impacts can serve as an indicator of success for TV advertising, but keep in mind that it is not the full picture.
Don’t Ignore Secondary Impacts
When viewing an ad, most people won’t be inclined to act right away. That is why it is extremely important to look at the secondary impacts TV ads can make. Say a person sees your ad today but doesn’t act upon it for a few weeks. They were still influenced by the TV campaign but weren’t inclined to take action immediately.
To keep track of secondary impacts like these, pay attention to see if the total number of new customers increases, or if your web traffic increases due to consumer searches. Both of these are great signs of effective TV advertising! One more thing to consider is adding a survey to your website asking visitors how they initially learned about your brand. This will help narrow down your measurements as well.
Pay Attention to Big-Picture Impacts
Although both the primary and secondary impacts of your TV campaign will give you some good information and measurements to go off of, always pay attention to big-picture impacts as well. Not everyone will act on a TV advertisement immediately, or even within a week, so it is important to consider the lasting brand effects a campaign can have.
To do so, conduct surveys to look for changes in the way people think about or react to your brand. Also, make sure to notice if there is a greater range of opportunities for partnerships or an increase in overall revenue. All of these can be used to measure TV advertising.
Strive for Transparency
One of the biggest difficulties you will face when measuring TV advertising is the lack of transparency in the industry. Unfortunately, many companies make it difficult to evaluate the opportunity and overall performance. You want to strive to find a company that will give you full transparency when it comes to the performance data they collect. Here at Nartak, we believe our clients to be of the utmost importance, so transparency comes naturally. We always strive to provide the best strategic advertising services.
Optimize Based on Performance
If you have recently launched a TV campaign but you have not seen improvement, that does not necessarily mean that TV advertising doesn’t work for you. Throughout the duration of the campaign, it is important to measure the performance using these tips, but also optimize and adjust the strategy based on those measurements. Working to improve the campaign will help you to have more confidence in the end result.
By themselves, the above tips could not satisfy as a singular measurement approach for TV ads. However, when the different effects that TV has are all taken into consideration, then you will get an overall, clearer picture.
Are you interested in learning more about TV advertising? Be sure to contact Nartak today.