Research

Analyzing TV audience engagement rates: What time should I book my TV commercials?

“What time should I book my commercials?” This is one of the most common questions we get from our clients. By knowing when your audience is the most receptive to your message, and therefore most likely to directly engage with your TV ads, you can uncover how to get the most out of your TV campaign.


wywy analyzed engagement data based on 1.9 billion TV viewers across a wide variety of industries & products to give a first impression on how day-part and weekday placements influence immediate engagement with TV commercials.

 

TV audience engagement by hour
tv-audience-engagement-rate-by-hour

 

 

 

 

 

 

 

 

 

 

 

 

Source: wywy

The data shows that both mid-morning and prime-time have the highest engagement rates.

Early morning and late night slots show the lowest engagement rates. However, as prime-time usually has the highest advertising rates, times with lower engagement rates might still be interesting from an ROI perspective.

 

TV audience engagement by weekday
tv-audience-engagement-rate-by-weekday

 

 

 

 

 

 

 

 

 

 

 

Source: wywy

Regarding weekday, the start of the week typically shows higher engagement rates. As the data displays an average, it is worthwhile to note that certain products and services show higher engagement rates on the weekend than during the week.

Engagement rates are influenced by a variety of factors, such as TV creative message, TV channel, TV show, hour and weekday. This analysis is intended to provide you a first impression that engagement rates differ and can be positively influenced through proper engagement measurement and campaign planning.


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