Home >> Marketing >> Article

Guest Column - Controlling Advertising Wastage: Story of Null Spots

20-December-2017
Font Size   16
Guest Column - Controlling Advertising Wastage: Story of Null Spots

In a recent presentation with a large media spender, one of our slides took everyone by storm. A couple of weeks later, another client requested us to run a similar analysis on the same topic. We are talking “Null Spots” here.

Null Spots are TV ads that no one sees (zero rating), and are common across all genres. In this article we will explore, what you should keep in mind while designing your media plan to avoid spots that you pay for but no one watches.

Typically, null spots are low in genres where viewership is high; high viewership for Hindi GECs means low null spots as compared to low viewership to say, English GECs where null spots could be high.

Also, this is because the sample representation of BARC (Broadcast Audience Research Council, the agency that monitors and releases TV viewership numbers) is low for niche languages and genres. The fact that low sample is an issue is evident from the fact that null spots have reduced in the range of 16% to 25 % across niche genres after BARC increased its sample in 2017. (Refer Table A)

Within the same language too, Movie genres have lower incidence compared to Music. But this statistic may swing depending on democratic indicators such as age, geography and socio economic strata you are targeting. For example, percentage of null spots is higher among the young people. Chart B shows how the null spots fall with increasing age thus reinforcing our belief that young viewers are probably more fidgety with low attention span compared to their older counterparts.

Urbanisation and economic strata also show an interesting trend. For example, the more economically well-off you are, the lower is the incidence of null spots. SEC AB shows 22% null spots as opposed to CDE which shows 27% (Table C). Similarly, the more urbanised your place of stay, the lower is the incidence of null spots, lowest for larger cities and highest for rural India.

One of the KPIs with the media agency should be to monitor null spots and keep it below acceptable benchmarks. Contrary to popular belief, some of the biggest advertisers in the country have high null spots in their campaign. More often than not, this is because the agencies have negotiated so hard on rates that media house does not have an option but to play the spots during seams (low viewership bands) compared to core prime-time.

Pay fairly, plan better, monitor well and get your advertising budget to go that extra few miles all the time!





Vineet Sodhani is the CEO of Spatial Access and has previously co-authored Guide to Indian Markets

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

From a humorous take on promotion-led ads during Independence Day to memoirs of those who fought for our freedom, this year, brands have adopted some interesting angles

The company’s EBIT stood at Rs 96.7 crore, up 30.5% from the corresponding quarter in 2018.

Gunn comes to BBDO India via DDB Mudra and Colenso BBDO.