Ten: Putting products into TV shows boosts purchase intent

News 22 Jul 2019 - 2 min read

Ten: Putting products into TV shows boosts purchase intent

By Media release

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: TV, advertising, brands, Ten

New research conducted for Network Ten suggests integrating products into TV shows delivers significant uplift in purchase intent.

Combining integration with TV ads multiplies the effect, according to the study by Marketing Scientist Group.

The study found:

Purchase intent increased 21 per cent via integration
Average recall is 29 per cent higher when integration is combined with regular ad in commercial break
Purchase intent on average 10 per cent higher for frequent viewers of a programme
The more viewers like a show, the greater the ad impact. For viewers who said they liked a programme, purchase intent was 54 per cent higher for brands advertised within it
Shows with high levels of social media engagement and ‘talkability’ produce bigger ad impacts

Network Ten chief sales officer Rod Prosser said the research should help brands better harness TV to ensure campaigns are more effective.

“The research tells us that positive show engagement is key when it comes to ad impact,” said Prosser.

“The more a viewer likes and engages with a program, the more likely they are to recall or purchase brands featured in or around it. This is great news for Ten. We know that our programs perform very well in under 50s and we know that our under 50s audience is highly engaged with our content. The winners, therefore, are our brand partners.”