Automotive

A new model has to reach a large share of its target audience within a few weeks. TV is the fastest medium for that — bought in GRPs against the target audience, with the plan working out how many points are needed for the required reach and frequency. Radio adds frequency at a lower cost and reaches drivers well.

Alongside spots, launches lend themselves to programme sponsorship, special formats broadcasters sell beyond the standard break, and product placement. Online video in broadcasters’ streaming services and on smart TVs then extends reach among viewers who watch less linear TV.

A launch has an editorial side too. Press test drives and presentations for motoring journalists produce reviews that car buyers actively seek out, and cars lent to content creators reach audiences who watch less TV. The timing has to be aligned with the paid campaign so reviews appear while the spots are running and the car is at dealers.

A dealer sells in a particular town and its customers come from the surrounding area. Regional radio, local press and out-of-home on the approach roads to the showroom make sense for it — national TV does not.

When buying for dealers is coordinated in one place, better terms can be negotiated than across dozens of separate orders, and the whole network communicates in the same visual line as the national campaign. Local bursts can be timed to follow the launch and extend its effect.

A launch is planned for a specific date, but cars do not always reach dealers on time. A campaign running while the car cannot yet be bought or test-driven burns budget.

So in negotiation we settle the terms for moving and cancelling, and build the plan so it can shift without losing the best positions. After the campaign we deliver an evaluation showing the GRPs, reach and frequency actually achieved against plan.