Unlocking Performance TV Advertising Opportunities
Introduction
As the festive lights dim and the holiday music fades, many marketers breathe a sigh of relief, believing their work is done for the year. NOT!
In the world of advertising, timing is everything. While most marketers focus their efforts on the frenetic Q4 holiday season, savvy brands are increasingly turning their attention to a often-overlooked period: Q5. This “hidden quarter,” spanning from December 27th to the end of January, presents a golden opportunity to capture audience attention and drive sales in ways that the traditional Q4 rush simply can’t match from an efficiency standpoint.
At GLADTOBE, we’ve seen firsthand how Q5 can be a game-changer for brands willing to think outside the conventional advertising calendar. In this blog post, we’ll explore why Q5 matters, with a specific focus on the untapped potential of performance TV advertising during this unique period.
Understanding Q5: The Fifth Quarter Phenomenon
Q5, despite its name, isn’t an official financial quarter (so you do not need to purchase a new calendar, don’t worry). Instead, it’s a marketing term for the period immediately following the holiday season. Here’s why it’s significant:
- Reduced Competition: Many brands exhaust their budgets during Q4, leading to a quieter advertising landscape in Q5.
- Engaged Audiences: With many people off work and school, TV viewership tends to increase. (Hello cold and darkness, my old friend…)
- New Device Activations: The holiday gift influx of new smartphones, tablets, and smart TVs creates opportunities for app installs and streaming services.
- Post-Holiday Spending: Consumers armed with gift cards and holiday cash are ready to spend. (Gift Cards, we like!)
The Q5 Opportunity in Performance TV Advertising
While digital channels have their place, linear TV remains a powerhouse for reaching broad audiences. However, during Q5, it transforms into an even more potent tool for performance-driven campaigns. Here’s why:
1. Reduced Ad Rates
During Q5, TV advertising rates can drop significantly, sometimes by as much as 30%. This reduction in CPMs means your advertising budget can stretch further, allowing for:
- Increased frequency of ad placements : Frequency
- Expansion into premium time slots : Reach
- Testing of various creatives or messages : Attention
2. Higher Viewership
The post-holiday period often sees a spike in TV viewership. Factors contributing to this include:
- Cold weather keeping people indoors
- Extended holiday breaks from work and school
- New TV purchased – just for the sake of it!
This combination of higher viewership and lower ad rates creates an ideal environment for performance-driven campaigns.
3. Mindset Shift in Audiences
Q5 audiences are often in a unique state of mind:
- Open to new ideas and products (New Year’s resolutions – “New Year, new me! I want : – to Lose weight, – learn more, – be more disciplined – etc.)
- Looking for deals (post-holiday sales)
- Exploring new games and apps
This receptive mindset can lead to higher engagement rates and improved performance metrics for TV campaigns.
Strategies for Q5 Performance TV Advertising Success
1. Embrace Gladformance®
Q5 is the perfect time to blur the lines between brand and performance marketing. Here’s how:
- Create Emotionally Resonant Ads: Tap into the post-holiday, new year mindset with messages that inspire and motivate.
- Include Clear Call-to-Action: Please don’t shy away from direct response elements in your TV ads. Encourage app downloads, website visits, or 50 push-ups (optional)
2. Leverage Advanced TV Measurement
To truly embrace performance TV advertising, you need to measure it effectively:
- Implement Attribution Solution: Use multi-touch attribution to understand how TV ads drive responses.
- A/B Testing: Take advantage of the lower rates in Q5 to test different ad creatives, calls-to-action, or even dayparts.
3. Target Strategic Dayparts
While primetime remains valuable, Q5 offers unique opportunities in other dayparts:
- Late Night: With many people on holiday, late-night viewership has a tendency to increase.
- Daytime: Work-from-home trends have boosted daytime TV audiences.
- Weekend Afternoons: Perfect for reaching families spending time together.
4. Synergize with Digital Channels
While our focus is on TV, a holistic approach can amplify results:
- Second Screen Experiences: Coordinate your TV ads with social media or display campaigns.
- Retargeting: Use digital channels to reinforce messages seen on TV.
5. Focus on Relevant Verticals
Some industries are particularly well-suited for Q5 TV campaigns:
- Fitness and Health: Capitalize on New Year’s resolutions.
- Mobile Games : Target users with new devices looking for entertainment (or kill time) during the winter months.
- Travel: Inspire viewers to plan their next vacation.
- Finance: Offer solutions for those looking to get their finances in order for the new year.
- E-commerce: Promote post-holiday sales and new product launches.
Conclusion: Embracing the Q5 Opportunity in TV Advertising
Q5 represents a unique opportunity in the advertising calendar, particularly for performance-driven TV campaigns. By leveraging reduced ad rates, higher viewership, and a receptive audience mindset, brands can start the year strong and set the stage for success.
As we move into 2025, the brands that recognize and capitalize on the potential of Q5 performance TV advertising will be those that start the new year with momentum, insights, and a competitive edge. Don’t let this hidden quarter remain hidden in your marketing strategy. Embrace Q5 like we do, and turn what was once a post-holiday downtime into a launchpad for annual success.
Remember, in the world of TV advertising, opportunities don’t always announce themselves with fanfare. Sometimes, they whisper from the shadows of the calendar, waiting for the astute marketer to recognize their potential. Q5 is that whisper – will you be listening?
