CASBAA Report Shines Light on Multichannel TV Advertising


HONG KONG: New first-of-its kind reach and frequency analysis from CASBAA shows higher returns on media investment in multichannel TV advertising.

The study, commissioned by CASBAA and carried out by Universal McCann, measures the benefits of taking different percentages of a $1.75 million budget and spending them on multichannel TV and free-to-air. The research was conducted across seven Asia-Pacific markets: Australia, Hong Kong, the Philippines, India, Malaysia, Singapore and Taiwan.

In the markets measured, a 100-percent allocation of the $1.75 million budget to free-to-air results in a campaign viewed by 33 percent of the TV population. This reach increases from 33 percent to 56 percent when half of that is redistributed to multichannel. Splitting the money in half, allocating 50/50 between free-to-air and multichannel, increases the reach from 537 million to 1.4 billion, a bump of 2.5 times. It’s also shown that using multichannel lowers the cost per thousand by up to 60 percent in a 50/50 combination, versus the free-to-air-only schedule.

“The clear advantage of advertising on multichannel TV becomes self evident when simulating real-life budgeting scenarios via robust Peoplemeter data,” said Simon Twiston Davies, the CEO of CASBAA. “The numbers demonstrate that multichannel TV makes undeniable fiscal sense when reach and return on investment are optimized.”

"This powerful new look at TV data allows to us to better understand that for a regional campaign, switching a portion of the budget onto regional multichannel TV channels means we can deliver higher reach at a lower cost-per-thousand (CPT) for our clients," added Chris Skinner, the managing director of Universal McCann Hong Kong.

“Campaigns that allocate part of their terrestrial TV budget to multichannel TV reap the rewards,” added Twiston Davies. “The research tells us that you can effectively double your reach, increase the viewing frequency of ads, and lower your CPT—all with no extra investment.”