TV advertising during breakfast day part
The breakfast day part spans the hours of 06:00 through to 9:30,
typically facilitating television advertisers with access to a sizeable
housewives with children audience demographic, indeed women are more likely to
tune in for breakfast television programming than men, with full time workers
and 65+ adults also dependable sources of breakfast TV ratings.
Generally speaking, breakfast TV viewing is more popular amongst the C2DE
demographic, especially on terrestrial television channels such as ITV andChannel 4, though digital broadcasters such as Sky1 do glean slightly higherABC1 audiences during this day part.
Taking key demographics and typical programming into consideration, the
breakfast day part provides a diverse range of brands with the opportunity to
target receptive, media-hungry audiences. Brands such as DFS, Direct Line,
Wonga and Marks & Spencer, for example, will typically launch TV
advertising campaigns across ITV’s network of morning schedules, focusing
exclusively on the generally more mature adult audience tuning in for
breakfast. Likewise, children’s TV channels such as Nickelodeon and Cartoon Network provide the platforms for the likes of Bin Weevils, Dizzy Dancers and
McDonalds to canvass their products on a receptive viewership.
Advertising during the breakfast day part can provide the bedrock for
subsequent marketing activity. It catches viewers at a time when, as most of us
can attest, television is a constant companion. Mothers in need of a pressure
valve; kids tuning into their favourite cartoon before school; full time
workers keen to catch up on the latest news and gossip prior to leaving for the
office; the retired indulging in some rest before the day’s activities, these
are all demographics primed for a breakfast time advertising campaign.
If none of the above has quite managed to pique your interest, perhaps
the fact that, relatively speaking, advertising during the breakfast day represents
a significantly more cost-efficient solution than, say, early peak and post peak, will. A campaign launched during breakfast on ITV1 could be 10x less
expensive than it would be to run during late peak, yet the receptivity of your
still-sizeable viewing audience means that, potentially, engagement levels
could be higher. Many full time workers are not going to willingly interact
with an advert for Wonga after a long slog at the office; a cup of tea whilst
keeping half an eye on Coronation Street in between dozes is practically the
summation of weeknight viewing habits.
However, that same Wonga TV advertisement viewed during breakfast may
still be front-of-mind come lunchtime, when the full time worker is completing
their to-do list – encompassing a short term loan – during break, thus conversion
rates are higher, thus distinguishing the breakfast day part as equipped with
the programming and audience to generate a healthy return for advertisers.
the exact cost of advertising during breakfast, as part of a television advertising campaign for your
business, get in touch by completing our television campaign planning form.