Rate cuts for advertisers to target unemployed day-time TV viewers
12pc surge in day-time TV audiences Photo: Getty Images
Thursday February 19 2009
As the recession claims credit for a 12pc surge in day-time TV audiences, industry insiders are expected "exceptionally competitive" rates for off-peak ads over the coming months as audiences become skewed towards the unemployed.
"It's not just an issue of the social class advertisers want to reach, advertisers also pay a premium for 'lighter' TV watchers who don't tune in as much whereas day-time audiences tend to be 'heavier' watchers who tune in a lot," said TV3 commercial boss Pat Kiely.
"As 'heavier' viewers become a higher percentage of total audiences, there'll be value to be had in those day-time slots."
Initiative broadcast director Steve Baker, who this week published a report on the recession's impact on viewing figures, said the increase in daytime viewers was already bringing the cost of TV ads down on a per thousand basis.
"You can already buy daytime audiences at a significant discount, I'd absolutely see that discount rising," he added.
Mediaworks boss Paul Moran said that while an audience skewed towards the unemployed might not be attractive to some advertisers, campaigns for food, household items and government bodies were "universal in appeal".
"There are also very specific sectors who'd target people who are more financially strapped -- cut price retailers, certain lending institutions," he added.
On a more general level, Mr Moran said 2009's higher viewership figures were also linked to the exceptionally bad weather, while a "fall off in demand" had also helped drive airtime to "2004 prices".
A spokeswoman for RTE TV declined to comment on how much its revenues or rates had fallen so far this year. She said RTE had an "all-day" pricing policy and did not have "differential pricing" for daytime slots.
