Inc Ere Mental Reach

Spontaneous Ad recall

53% uplift

26

17 Watching ITV1 content via TV

Source: Decipher/ITV

Watching ITV1 content via pc

Brand recall 33% uplift

36

27

Watching TV

Source: Dynamic Logic

Watching Online

How do we decide what and where? • Frequency capping •

•

If recall is 33% higher than traditional broadcast we will need an average 1/3 less frequency. If

Then

•

TV

= 3OTS

= TV OTS -1 = 2 OTS Cap at IP address

Unique Viewing Coverage

Television campaign delivery 89% 1+ cover = 42m adults

Online video programme patronage strategy to only buy same programmes that were on ITV1/C4

Example campaign

Total online video campaign delivery = 503,707 = 1% additional 1+ cover

How much to spend? Campaign 1

80 75.0%

1+ Adults,Campaign 1

70

Reach %

60

50

40

75% 1+ = 300 TVRs

30

20

10

0 0

20

40

60

80

100

120

140

160

180 Rating

200

220

240

260

280

300

320

340

Campaign 1

79.2% 1+ Adults,Campaign 1

80

70

Reach %

60

50

80% 1+ = 400 TVRs +100 TVRs (33%) Or + £360,000

40

30

20

10

0 0

20

40

60

80

100

120

140

160

180

200 220 Rating

Based on year average Ads1634 pricing

240

260

280

300

320

340

360

380

400

420

How much to spend? 75% 1+ = 10,736m impacts

80% 1+ = 11,451m impacts

+715,000 impacts

+715,000 1+ impacts On TV = £360,000

Based on year average Ads1634 pricing

+715,000 impacts as pre-roll = £24,000