Finding ways to tighten our belts and save money has become a national obsession. Organisations helping in this quest have a tremendous opportunity to connect meaningfully with consumers.
UK price comparison sites are now the first stop for consumers looking for the best deals.
But who is running the most effective campaign in a highly competitive sector? We analysed Q1 TV campaigns of the top brands to see how they performed. Sessions on the brand’s app and website were the chosen response metric for the TV campaign.
What were the results?
Firstly, all brands analysed had a strong carry-over effect from their campaigns. e.g. the investment continued to drive responses for several weeks post campaign. This makes sense in a brand driven sector and relevancy of PCS in current economic climate.
See below for the results.
USwitch had the most effective campaign with an average uplift of 8.1% per 10m impacts over a 12-week campaign in spite of investing in 30% less impacts. However, USwitch is the smallest of the analysed brands with a lower baseline. It’ll become increasingly harder to maintain this as they grow.
Money Supermarket delivered an impressive 5.6% uplift per 10m impacts. It is one of the highest media spenders in the category.
Compare the market achieved 2.20% uplift per 10m impacts. Given their scale in the market, it is harder to get a big uplift as their baseline is higher. They generated the most responses from any of the listed campaigns at 3.6m website visits vs 1.8m from USwitch.
Confused.com had the lowest uplift with 0.84% uplift per 10m impacts.
How we do it
To generate these insights, ViewersLogic utilised its unique Single-Source data, which offers a channel-agnostic method for capturing TV and online response. Our methodology involves tracking media exposure, purchase behaviour, and location data over time from the same individuals, providing a comprehensive view of campaign effectiveness.
In this example, test and control groups were as follows:
Control group: Composed of individuals who were not exposed to a brand’s TV ads during the campaign period or in the two weeks preceding it.
Test group: Included individuals who were exposed to a brand’s TV ads during the campaign period but not in the two weeks prior.
A “response” was defined as a session on the brand’s app or a visit to its website, with responses de-duplicated to allow for only one response per user per week. We then calculated the uplift by comparing the response rates of the test group to the control group during the campaign.
For example, for every 10 million impacts the chance of the test group to visit the Uswitch website or app grew by 8.1% over the control group.