Small transmitters big time
In collaboration with Goldbach Media, Mediaschneider Zurich, and the research institutes GfK and eBus, Mediaschneider Bern examined the advertising impact of long-tail channels. The study’s results demonstrate the advertising impact of niche channels. It also makes it clear that measured zero ratings do not equate to zero viewership.
The long-tail concept is based on the theory that the niche products in a market together achieve more than individual bestsellers. Applied to the TV market, niche products or long tails are those channels that achieved a market share of less than 1% of the 3+ demographic in the past year. With the strong fragmentation of the TV market, these channels are becoming increasingly important: viewed as a single entity, they are already the market leader in German-speaking Switzerland among people aged between 15 and 49.
Although these channels are assigned a high proportion of 0 ratings in the current TV measurement, the study shows that they can achieve a great deal: Long-tail channels have an impact in the examined dimensions of advertising recall, brand awareness and sympathy, willingness to buy, online search queries, online traffic and sales.
Well-known brands were able to increase their awareness, likeability and the purchase intention of their customers. In addition, newly aired commercials achieved double-digit advertising recall. Online activities grew on various channels (Google, websites, clicks) and sales also increased during the campaign period. The gross advertising space amounted to just CHF 100,000.
- With a new commercial, Mediamarkt achieved an advertising recall of 18 percent and a 38 percent higher purchase intention among people who came into contact with the commercial
- Tchibo tripled the purchase intention and increased brand sympathy by 38 percent
- A fruit drink manufacturer recorded three times more Google searches in the campaign period than in the previous month. Brand likeability and purchase intent increased by 30 percent and 36 percent respectively
Exciting news for advertisers: overall, long-tail channels have a market share of over 13% in Switzerland, overtaking the largest channels (for comparison: SRF1 9.5%). Long-tail channels offer advertisers the advantage that they are geared towards specific interests (e.g. sports, fashion, entertainment or news channels) and achieve a high affinity with the target groups. At the same time, they offer inexpensive advertising opportunities. "The study shows that long-tail channels successfully disseminate advertising messages. They are an effective platform for advertisers to optimize broad-based TV campaigns," says Christian-Kumar Meier, Partner and Managing Director of Mediaschneider Bern. "It is also important to prove that the TV panel underestimates the reach and does not show programs that nevertheless have an audience. So zero does not equal zero. This is where research needs to develop," says Christian-Kumar Meier, Partner and Managing Director of Mediaschneider Bern.
Thanks to their positioning and strong station identity, long-tail stations offer the opportunity to run customized TV campaigns. With their specific focus, they complement any performance and offer the ideal conditions for targeting defined target groups on a small budget.
Long-tail channels generate good advertising effects - this has long been recognized in the market: Over 75 percent of advertising clients now rely on long tail as part of their TV campaigns - and the trend is rising. Alexander Duphorn, CEO of Goldbach Media, is also convinced of this: "No TV market in Europe is fragmenting as quickly as Switzerland. Whether on their own or as part of a larger TV campaign, long-tail channels are effective, targeted and now indispensable advertising platforms. All major broadcasting groups have also discovered their benefits and established high-quality long-tail channels in the market. They will continue to gain in importance in the future.
About the study
For the study, the TV campaigns of seven clients from different sectors ran for four weeks on selected long-tail channels with a market share of less than 1% in the 15-49 age group. Conscious advertising recall was examined by means of an online survey. The advertising impact was determined by analyzing the dimensions of brand awareness and sympathy, willingness to buy, online search queries, online traffic and sales. Advertising islands were booked that only sporadically achieve ratings, but where actual use can be expected.
