Manning Gottlieb OMD has begun trials of ‘power ratings’ as part of a new way to measure the impact of television advertising.
Clare Peters, the agency’s chief business strategist, said that rather than measuring the popularity of a programme, daypart, or commercial break solely on the number of impacts and reach, MG OMD has added additional ‘factors’ such as context or social media reach.
“For one client we were building a TV schedule and rather than looking at the programme just based on coverage and TVRs, we actually looked at the social weighting and the social coverage [the programme] generated.”
Peters said the agency could then examine social media metrics around shows such as Love Island and assign the programme a factor that worked better for the advertiser.
“We created a schedule not just based out of coverage, but based out of what was important to the client – for example, the social media ripple-effect of the programme.”
Peters added that similar models based around the context of the TV show – which could include emotional impact – are also being tested to help boost the effectiveness of TV media planning and consequently the advertising itself.
“We want to have agility in our thinking around TV and start to build an argument that is more reflective of the [wider media] landscape rather than doing things as they traditionally have been.”
Peters’ comments were made during a panel at the Connected TV World Summit where the future of AV media planning was discussed, particularly against a backdrop of rising costs to advertise on television.
The medium’s inflation – which comes after a long period of deflation – means agencies may be under pressure to make media plans work harder.
Consequently, Peters said MG OMD was now much more “tactical” with its AV planning.
“We usually think about TV as a two or three week slot, but with some clients we’re able to do things differently,” she said.
“We’re now able to act more like a digital performance advertiser with the way we plan and buy in an AV environment. We can be much more tactical and plan based on insight around the way people are buying products or the mood and mindset they might be in.”
