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Millward Brown: Knowledge Point



How Should You Take TV
Advertising Clutter Into Account?
The level of TV advertising clutter varies greatly by country, and the amount of clutter affects
the ability of ads to cut through. The natural response to clutter is to increase the spend behind
your ad, but that money might be wasted if thought is not given to how the spend is phased.

Despite the explosion in multimedia activity, TV is still the main   both ad clutter information (from Eurodata, Zenith Market
brand-building medium for big advertisers in most markets.           and Media Facts) and reliable audience measurement data,
But the amount of TV advertising in different markets varies         we conducted an analysis of the average response per Gross
dramatically. Ad clutter is twice as high in the Philippines as it   Rating Point (GRP) in terms of advertising impact. Based on
is in Hong Kong, and twice as high in Hong Kong as in Ireland.       the scores across a range of different advertisers, an average
                                                                     for each country was calculated. To aid comparison, the level
Reduced ad impact                                                    of clutter was then indexed back to the average of all these
                                                                     countries.
Advertising clutter – the sheer volume of advertising that
consumers encounter every day – makes it hard for any
                                                                     The finding is clear; more ads on air means reduced ad
individual ad to achieve its most fundamental goal, which is
                                                                     impact. This is probably due to a combination of factors.
to be noticed.
                                                                     For example, consumers may leave the room during long
                                                                     ad breaks, or engage in other activity that makes them less
Research by Millward Brown and others has highlighted the
                                                                     likely to see or remember the ads.
importance of achieving and maintaining a share of voice
                                                                                                                                        The more TV Clutter, the harder it is to cut through
within your category that is at least equal to your market
share. But the total amount of advertising within a country –                                                          9                                 AI by 2008 Clutter levels
                                                                     MB Database Average Awareness Index for Country




                                                                                                                                             Taiwan
the overall level of clutter - must also be considered.                                                                8
                                                                                                                                         China        Russia
                                                                                                                       7
                                                                                                                                     Sweden UK Malaysia
The more ads there are vying for a viewer’s attention, the                                                             6       Ireland               Australia
                                                                                                                                        India                     Mexico Japan
harder it is for each advertisement to get its message                                                                 5       Netherlands          Thailand
                                                                                                                                         France Hungary
                                                                                                                                                                       Italy USA Argentina
across. This is apparent from the relationship we’ve observed                                                          4       Czech Republic          Poland                                Brazil
                                                                                                                                                 Germany
between ad clutter and the Awareness Index (AI). The AI is                                                             3
                                                                                                                                                           Hong Kong                                  R∂ = 0.5712
                                                                                                                                                                                   Spain
our measure of “ad impact,” and it describes the increase in                                                           2


advertising awareness per hundred GRPs, after accounting                                                               1
                                                                                                                                                                                                         Philippines
                                                                                                                       0
for effects due to media weight, diminishing returns, and                                                                  0            50                 10 0              150                  20 0                 250

advertising history. For each of the markets where we had                                                                                    Index of relative advertising clutter by country




May 201
      1
Millward Brown: Knowledge Point                                                                                                                                                                                                                                                                  2



Spain – an example

Spain provides a compelling illustration of this finding. In that                                                                                                                                                             Brands respond to clutter with heavier weight

country, the TV environment changed dramatically between                                                                                                                                                    180
                                                                                                                                                                                                                      R∂ = 0.3969                                                       Brazil
1996 and 2001; there was a massive growth in the number                                                                                                                                                     160
                                                                                                                                                                                                                                                                       Italy
of new channels, and the volume of advertising shown per




                                                                                                                                                                       Median weekly GRPs from MB clients
                                                                                                                                                                                                                             Netherlands             Mexico
                                                                                                                                                                                                            140                             Poland
                                                                                                                                                                                                                                                                                       Spain
                                                                                                                                                                                                                                                                Colombia       Argentina
year increased tenfold. Over that period, the rise in volume                                                                                                                                                120
                                                                                                                                                                                                                                               Thailand
                                                                                                                                                                                                                                    India
of ad clutter was mirrored by a 30 percent decline in the                                                                                                                                                   100                                        Russia

                                                                                                                                                                                                                                       UK France Germany
average level of advertising impact.                                                                                                                                                                        80

                                                                                                                                                                                                            60
                                                  10 0 %




                                                                                                                                                                                                            40
                                            996




                                                                                                                   Total Advertising Hours per year. Indexed to 1
                                                                                                                                                                                                            20
                                                                                                         160 %
 Advertising Impact per 100GRPs Indexed to 1




                                                                                                                                                                                                              0
                                                                                                                                                                                                                  0                   50                  100                   150              20 0
                                                  80 %




                                                                                                                                                                                                                                                 Clutter index
                                                                                                          10 0 %




                                                                                                                                                                       What are the implications of increased weight?
                                                  60%




                                                                                                                                                                       When faced with markets with heavy clutter, advertisers can
                                                                                                                                                                       choose from a number of strategies. The first is to recognize
                                                                                                                                                                 996
                                                  40 %




                                                                                                         40 %




                                                           1996   1997   1998   1999   20 0 0   20 01                                                                  that it is crucial that your creative cuts through, engages
                                                                                                                                                                       viewers, and is memorably branded.

How to respond to clutter?
                                                                                                                                                                       You should also try to maximize media multiplier effects. (See
On top of existing considerations about the size of the market
                                                                                                                                                                       our Knowledge Point “How to make the most of multimedia
and relative costs per thousand, advertisers should think about
                                                                                                                                                                       advertising.”)
the effect of clutter when it comes to planning international
campaigns. Rules of thumb about media exposure levels or
                                                                                                                                                                       While increasing the weight of advertising is a natural
GRP levels do not work across borders. The optimal level of
                                                                                                                                                                       reaction to clutter (particularly in a category context),
media exposure in a cluttered market will not be the same as
                                                                                                                                                                       there is the potential for the extra spend to be wasted. For
that in a low clutter environment. Clearly this is an important
                                                                                                                                                                       example, we often see that TV is over-invested in the short
factor to consider when deciding how to divide up the media
                                                                                                                                                                       term. Generally we find ads work from the first exposure;
budget across both markets, and across channels within
                                                                                                                                                                       the second and subsequent exposures contribute less, in a
those markets. Increasingly international advertisers often
                                                                                                                                                                       diminishing returns pattern. The saturation point varies from
set weights based on clutter guidelines, and we typically see
                                                                                                                                                                       campaign to campaign, but, for short term goals, saturation
our clients spending more per week in countries with the
                                                                                                                                                                       does occur. Nonetheless, continued spending generally
heaviest clutter.
                                                                                                                                                                       contributes to longer-term brand building.




                                                                                            ©201 Millward Brown
                                                                                               1
Millward Brown: Knowledge Point                                                                                                           3



There is, then, a conflict, that becomes most apparent in the                      Even outside of launches, it is important not to lose sight
countries with heaviest clutter. To overcome the clutter, the                      of the value of absolute reach, especially in multimedia
tendency is to increase spend. But there is a danger that                          campaigns where TV plays an important “pre-cooking” role.
the increased spend may be wasted. Fortunately, there is                           So a new TV campaign may benefit from a big “kick off” in
evidence that spreading the spend out gives better returns.                        the first two weeks. Subsequent weeks can then focus on
In one experiment, a brand moved to a drip strategy in the                         cost-efficient repetition at lower GRP weights until returns
south of the country, while maintaining its burst strategy in                      are exhausted.
the north. The drip strategy was more effective.
                                                                                   However, there are two important caveats.

                   Signs That The Drip Strategy Benefits Perceptions
                                                                                   The first is that a low level of weekly GRPS should not all
 80                                                                                be clustered into cheap, low-reach day parts. While buying
       Hear a lot about nowadays                Test
                                                                                   cheap GRPs looks cost effective and can, (according to
 70

                                                                   South
                                                                                   models), generate cost-effective sales, to blindly pursue such
 60
                                                                                   a strategy puts a brand’s long-term health at risk. You cannot
                                                                   North
 50
                                                                                   influence people you don’t reach, so if you are only talking
 40
                                                                                   to the proportion of your audience watching daytime TV, you
50 0                                                           GRP’s Per
                                                               Week Brand X        will slowly diminish the brand.
 0                                                             (North)
50 0                                                           GRP’s Per
                                                               Week Brand X        The other important point to note is that it is much harder to
 0                                                             (South)
                                                                                   demonstrate the value of advertising when a continuous drip
                                                                                   strategy is used, since sales and tracking metrics are more
                                                                                   likely to show smooth rather than marked changes. This may
                                                                                   make it harder for the marketing team to justify their budget
Recency planning – the spreading of GRPs to cover as many                          down the line.
purchase cycles as possible - has been pursued globally for
many years. Examples such as this support such planning. So                          To read more about optimal media planning, visit
our recommendation in regard to clutter is often not so much                         www.mb-blog. com
about reduction in spend, as extension over time. This helps
                                                                                     If you liked “Advertising Clutter,” you may also be
Share of Voice in the longer term and helps other media
                                                                                     interested in...
work better for longer.
                                                                                         Why is it so difficult to produce worldclass
Nonetheless, there are several arguments in favor of a heavier                                international advertising?
spend at the start of a campaign. There will be times, such                              Great global ads: the secret of success
as a launch, when you need to spend heavily to make a big                                How do I improve my Awareness Index?
noise. A lot of other activity can be clustered around this “big                         Planning by Numbers
bang”, including a campaign to increase shelf space.
                                                                                     Share this Knowledge Point:




                                                             ©201 Millward Brown
                                                                1

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How should you take TV advertising clutter into account?

  • 1. Millward Brown: Knowledge Point How Should You Take TV Advertising Clutter Into Account? The level of TV advertising clutter varies greatly by country, and the amount of clutter affects the ability of ads to cut through. The natural response to clutter is to increase the spend behind your ad, but that money might be wasted if thought is not given to how the spend is phased. Despite the explosion in multimedia activity, TV is still the main both ad clutter information (from Eurodata, Zenith Market brand-building medium for big advertisers in most markets. and Media Facts) and reliable audience measurement data, But the amount of TV advertising in different markets varies we conducted an analysis of the average response per Gross dramatically. Ad clutter is twice as high in the Philippines as it Rating Point (GRP) in terms of advertising impact. Based on is in Hong Kong, and twice as high in Hong Kong as in Ireland. the scores across a range of different advertisers, an average for each country was calculated. To aid comparison, the level Reduced ad impact of clutter was then indexed back to the average of all these countries. Advertising clutter – the sheer volume of advertising that consumers encounter every day – makes it hard for any The finding is clear; more ads on air means reduced ad individual ad to achieve its most fundamental goal, which is impact. This is probably due to a combination of factors. to be noticed. For example, consumers may leave the room during long ad breaks, or engage in other activity that makes them less Research by Millward Brown and others has highlighted the likely to see or remember the ads. importance of achieving and maintaining a share of voice The more TV Clutter, the harder it is to cut through within your category that is at least equal to your market share. But the total amount of advertising within a country – 9 AI by 2008 Clutter levels MB Database Average Awareness Index for Country Taiwan the overall level of clutter - must also be considered. 8 China Russia 7 Sweden UK Malaysia The more ads there are vying for a viewer’s attention, the 6 Ireland Australia India Mexico Japan harder it is for each advertisement to get its message 5 Netherlands Thailand France Hungary Italy USA Argentina across. This is apparent from the relationship we’ve observed 4 Czech Republic Poland Brazil Germany between ad clutter and the Awareness Index (AI). The AI is 3 Hong Kong R∂ = 0.5712 Spain our measure of “ad impact,” and it describes the increase in 2 advertising awareness per hundred GRPs, after accounting 1 Philippines 0 for effects due to media weight, diminishing returns, and 0 50 10 0 150 20 0 250 advertising history. For each of the markets where we had Index of relative advertising clutter by country May 201 1
  • 2. Millward Brown: Knowledge Point 2 Spain – an example Spain provides a compelling illustration of this finding. In that Brands respond to clutter with heavier weight country, the TV environment changed dramatically between 180 R∂ = 0.3969 Brazil 1996 and 2001; there was a massive growth in the number 160 Italy of new channels, and the volume of advertising shown per Median weekly GRPs from MB clients Netherlands Mexico 140 Poland Spain Colombia Argentina year increased tenfold. Over that period, the rise in volume 120 Thailand India of ad clutter was mirrored by a 30 percent decline in the 100 Russia UK France Germany average level of advertising impact. 80 60 10 0 % 40 996 Total Advertising Hours per year. Indexed to 1 20 160 % Advertising Impact per 100GRPs Indexed to 1 0 0 50 100 150 20 0 80 % Clutter index 10 0 % What are the implications of increased weight? 60% When faced with markets with heavy clutter, advertisers can choose from a number of strategies. The first is to recognize 996 40 % 40 % 1996 1997 1998 1999 20 0 0 20 01 that it is crucial that your creative cuts through, engages viewers, and is memorably branded. How to respond to clutter? You should also try to maximize media multiplier effects. (See On top of existing considerations about the size of the market our Knowledge Point “How to make the most of multimedia and relative costs per thousand, advertisers should think about advertising.”) the effect of clutter when it comes to planning international campaigns. Rules of thumb about media exposure levels or While increasing the weight of advertising is a natural GRP levels do not work across borders. The optimal level of reaction to clutter (particularly in a category context), media exposure in a cluttered market will not be the same as there is the potential for the extra spend to be wasted. For that in a low clutter environment. Clearly this is an important example, we often see that TV is over-invested in the short factor to consider when deciding how to divide up the media term. Generally we find ads work from the first exposure; budget across both markets, and across channels within the second and subsequent exposures contribute less, in a those markets. Increasingly international advertisers often diminishing returns pattern. The saturation point varies from set weights based on clutter guidelines, and we typically see campaign to campaign, but, for short term goals, saturation our clients spending more per week in countries with the does occur. Nonetheless, continued spending generally heaviest clutter. contributes to longer-term brand building. ©201 Millward Brown 1
  • 3. Millward Brown: Knowledge Point 3 There is, then, a conflict, that becomes most apparent in the Even outside of launches, it is important not to lose sight countries with heaviest clutter. To overcome the clutter, the of the value of absolute reach, especially in multimedia tendency is to increase spend. But there is a danger that campaigns where TV plays an important “pre-cooking” role. the increased spend may be wasted. Fortunately, there is So a new TV campaign may benefit from a big “kick off” in evidence that spreading the spend out gives better returns. the first two weeks. Subsequent weeks can then focus on In one experiment, a brand moved to a drip strategy in the cost-efficient repetition at lower GRP weights until returns south of the country, while maintaining its burst strategy in are exhausted. the north. The drip strategy was more effective. However, there are two important caveats. Signs That The Drip Strategy Benefits Perceptions The first is that a low level of weekly GRPS should not all 80 be clustered into cheap, low-reach day parts. While buying Hear a lot about nowadays Test cheap GRPs looks cost effective and can, (according to 70 South models), generate cost-effective sales, to blindly pursue such 60 a strategy puts a brand’s long-term health at risk. You cannot North 50 influence people you don’t reach, so if you are only talking 40 to the proportion of your audience watching daytime TV, you 50 0 GRP’s Per Week Brand X will slowly diminish the brand. 0 (North) 50 0 GRP’s Per Week Brand X The other important point to note is that it is much harder to 0 (South) demonstrate the value of advertising when a continuous drip strategy is used, since sales and tracking metrics are more likely to show smooth rather than marked changes. This may make it harder for the marketing team to justify their budget Recency planning – the spreading of GRPs to cover as many down the line. purchase cycles as possible - has been pursued globally for many years. Examples such as this support such planning. So To read more about optimal media planning, visit our recommendation in regard to clutter is often not so much www.mb-blog. com about reduction in spend, as extension over time. This helps If you liked “Advertising Clutter,” you may also be Share of Voice in the longer term and helps other media interested in... work better for longer. Why is it so difficult to produce worldclass Nonetheless, there are several arguments in favor of a heavier international advertising? spend at the start of a campaign. There will be times, such Great global ads: the secret of success as a launch, when you need to spend heavily to make a big How do I improve my Awareness Index? noise. A lot of other activity can be clustered around this “big Planning by Numbers bang”, including a campaign to increase shelf space. Share this Knowledge Point: ©201 Millward Brown 1