Multi-channel TV budget allocation doubles reach

Using a combination of multi-channel TV and free-to-air (FTA) can lower cost-per-thousand (CPT) by up to 60% versus an FTA-only schedule, according to a study by CASBAA and Universal McCann.

The study looks at the benefits of allocating variable percentages of a $1.75m TV budget on multichannel TV and FTA in seven Asia-Pacific markets, including Australia, Hong Kong, the Philippines, India, Malaysia, Singapore and Taiwan.

In the seven markets measured, a 100% allocation of the budget to FTA results in a campaign being viewed by just 33% of the TV population.

Campaign reach increases to 56% when half of the TV budget is redistributed to multichannel TV from FTA only.

A 50/50 combination of multichannel and FTA sees total impressions multiplied by 2.5 times, increasing from 537 million to 1.4 billion.

“The clear advantage of advertising on multichannel TV becomes self-evident when simulating real-life budgeting scenarios via robust Peoplemeter data,” says CASBAA chief executive Simon Twiston Davies. “The numbers demonstrate that multichannel TV makes undeniable fiscal sense when reach and return-on-investment are optimised.”

“Campaigns that allocate part of their terrestrial TV budget to multichannel TV reap the rewards,” adds Twiston Davies. “The research tells us that you can effectively double your reach, increase the viewing frequency of ads, and lower your CPT – all with no extra investment.”

Jenni Baker, London