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

Podcast: Has ITV found the ‘Duracell bunny’ of advertising?
The Media Leader Podcast

“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 ITV’s Measurement and Modelling senior manager Neil Charles and Ronny Golan, the CEO and cofounder of ViewersLogic.

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