The 'Duracell bunny' of advertising? Why ITV thinks peak time has 'hidden value'

"The Duracell bunny" of advertising — that’s how ITV describes peak time TV spots, because, they say, their benefit keeps going and going.

ITV and media investment analysts ViewersLogic have published a cross-market study that proves the value of peak airtime of responsive advertising. They say that peak TV spots deliver direct responses in the short term, but their hidden value is in their longevity, generating responses long after other TV spots advertising have finished working.

To explain why and how, Omar Oakes is joined by Neil Charles, the Measurement and Modelling senior manager at ITV, and Ronny Golan, the CEO and cofounder of ViewersLogic.

"When it comes to TV, I do think that going beyond the five-minute, 10-minute attribution that shows that daytime really works, and understanding the actual effect over a week, a month, three months will enable brands to also change the mix within their TV advertising," said Golan.

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