Crufts TV Ad

When watching Dancing On Ice on ITV (not out of choice I might add!), I noticed that in the advert break, an ad for Crufts came up. The TV adverts I think are fairly recent, this may be due to the fact that the event is drawing closer and they perhaps want as much exposure as possible. I saw this advert on the 26th so it is 10 days before the actual event starts.  They are targeting prime time TV (programme started at 18.45pm) which has a high viewing rate (6.76 million according to BARB) is obviously a very good idea! Obviously this is a costly thing to do and for the Nero Tour this would be unfeasible and their main audience wouldn't perhaps be watching Dancing On Ice!

On the ITV website it states that: 

80% of the 16-34 adults who tune into ITV1 watch for at least 20minutes making it highly likely they've watched a commercial break. Therefore, this means it is likely they will be exposed to this Crufts advert. 

It also says that the ITV family reaches 74% of 16-34s in an average week which is over 10 million alternatively it reaches 81% of ABC1 adults in an average week (over 20 million). So potentially over 20 million people have been exposed to this advert which would hopefully suggest that at least a few, after seeing this advert, have then purchased tickets. This would be the main objective of this advert i.e raising awareness and increasing ticket sales. 

This link below shows the average example cost of a 30 second advert placed on ITV1 in the differing regions. So far I am unable to find out exactly what regions it is broadcast in but I will guess that it would be; Anglia, London,Meridian and maybe Central. If this were to be correct then per advert it would cost roughly £15,254 per ad showing.

http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables/spot%20costs%20-%20itv%20media%20-%20itv1%20and%20multichannel%20-sept%2011.pdf

References:

BARB. (2012). Viewing Figures . Available: http://www.barb.co.uk/report/weekly-top-programmes-overview. Last accessed 02 March 2012.

ITV Media. (2012). Key Demographics . Available: http://www.itvmedia.co.uk/itv-platforms/itv1/key-demographics. Last accessed 02 March 2012.