One of the fundamental lessons that marketers had to learn decades ago was that the time when more and more consumers could be reached with ads and product messages was when they were sitting in front of it. television to see that star program or that television golden moment. It is, in part, what explains why the advertising of the New Year’s Eve chimes has become a peak moment on television. It still is, possibly because of inertia, but it settled down as one of those moments in which all eyes were going to be on the TV screen.The list of star broadcasts was extensive. There was the most anticipated game of the year and the announcements when the break was made, the premiere of that crucial program or the final chapter of the series of the moment.But does this model still work? Does the advertising still work in the television advertising break of the moment of the year?Analysts have taken advantage of Game of Thrones (which is beginning to be a bit like pigs for the industry, which popular wisdom says takes advantage of everything) to study the impact that the issuance of the penultimate chapter had on the companies that were advertised in their advertising breaks.A 4C Insights study pointed out that being one of the advertisers in the ad break had been a star move (in the UK) for Ikea, O2 or BT. Those brands saw high social impact after their ads ran in the ad break. They didn’t even have to do anything special. Ikea used one of its recent ads but achieved a 495% social boost.
O2, with an ad about a concept (digital oxygen) that also had nothing to do with the series, was up 335.5%. BT did it by 242%, talking about WiFi and opting Azerbaijan WhatsApp Number List for that somewhat cumbersome strategy of putting several ads of the same brand in the advertising breaks of a single program.Of course, the analysis – speaking of social impulse – was not focused on how the ad was being seen only on TV and in the series for the British market, but on how that advertising was achieving an echo on social networks.Yes, current events matter, but …And it is that the lesson that advertisers learned decades ago cannot be discussed, but it can be qualified.In fact, you just have to think about how the big brands use the big calendar appointments to position themselves to understand it. The Olympic Games or the great finals of the great sports championships are usually excuses for massive campaigns.
From special announcements to food products with tuned packaging in supermarkets to attract the attention of buyers, those great moments and those great appointments are usually key moments in the advertising strategy.They are not the only ones. The ‘days of’ are too, like those news events where everyone seems to be following a topic (from the last birth in the British royal family to the Eurovision Song Contest). Brands use them as a lever to position themselves and to launch messages and special content, in which their ads reach the audience taking advantage of the slipstream of that moment.But what happens with those days and with what brands do makes it very clear, in fact, how the way in which they take advantage of the designated days and the most popular moments has already changed.
In the analysis of how the announcements of the Game of Thrones advertising break had reached audiences, one of those responsible for the study pointed out that studying the link between the announcement and social networks was very important because it was what made sense in a multichannel world.In a way, however, it would be necessary to open the analysis and how the impact of brands is studied because even in the case of this series, one cannot only think about television. Despite the fact that due to its status as an event and the fear of spoilers, many consumers are watching the episode on linear television and do not wait for streaming, Game of Thrones shows how the way we consume content has changed and also how companies have to play with it.