The best day of the week to screen a direct response TV ad is a Monday, according to some research conducted by Channel 4 and BT. The effectiveness of an ad increases by 25% when it contains a voice over with the response telephone number and ads that last for 60 seconds, rather than 30, are also more effective.
The full results of the research will be released at the XL conference at Olympia later this month. The survey was a joint venture between C4 and BT and involved 4,000 screenings and 99 separate ad campaigns.
Contacts: C4 – David Shaw (081 518 7346)
BT – Paul Maguire (071 379 0304)
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