TV: Only we see the 2,6% issued advertisements in prime time’

Urgent message for all brands advertised on TV or plan to do so soon:

Viewers only see the 2,6% issued advertisements in prime time’. That is what is extracted from the last index television advertising prepared by Zenithmedia, corresponding to the first three of the year.

Of the 1.492 ‘spots’ they have issued until March daily average national and regional channels in primetime, viewers only saw a 2,6%.

Index also analyzes what experts call “volatility” a "prime time ', that is, the percentage of viewers' fleeing’ a string of commercial breaks.

On the whole, one in five viewers (20,0%) He does zapping’ during commercial breaks.

An advice? Do not invest in prime-time. The only company in Spain that uses as a matrix non-prime-time investment is TVLowCost. Its central argument is based on the sum of hearings tomorrow, desktop and arrives at dawn 40%. The spaces are less saturated and consequently, the spots are more profitable. In addition, this company has specialized in "packs TV"Including research, creativity, production of spots and putting on the air. From € 180,000 for a national campaign.

A new model of value based on a combination of creative ingenuity, new approach to media planning and production of spots prioritizing the main message and brand: that's TVLowCost


If shoppers * watch television during the day, Why everyone uses the prime-time to reach them?.

tumba011It is absurd. If a 43% housewives and a 41% seniors watching TV outside peak hours saturation (desktop and night), What sense does it spend 80% a media budget to place spots in prime-time?.

For some unknown reason, the central media buying and many advertising agencies are paid to prime-time, the moment of greatest saturation advertising, of less attention towards the advertising block, higher zapping, higher dispersion of targets.

Clearly, Many advertisers need a new perspective on planning in TV. Maybe they need a way to think more lateral, less vertical, less logical. The crisis calls for solutions ... and I know some.

*Shopper: responsible for purchasing at home

The philosophy of turning the search for bargains in intelligent attitude extends between consumers – White markings and low-cost consumer reach the service sector


Reproduce Article “I am not stupid” Lluís Pellicer Aparecido in The country yes, 11 November 2008

The bargain of a lifetime made business. Flights low cost, ropa low cost, abogados low cost… Even massages! an industry doomed the concept low cost is consolidated in Spain. The price of products differentiates these companies, which they continue to grow around a public that increasingly seeks more plum.

They do two out of three consumers, they buy brands white, go to supermarkets hard discount outlets and are regulars at the sales. Citizens called market research low cost and that, nevertheless, every day they spend the not inconsiderable amount of 36 millions of euros.

The slogan of an ad, I am not stupid, He came to define a new type of customer: who knows how to value the quality, but it is also able to compare and stay with cheaper. Airlines became fashionable in Europe the concept low cost with a cost structure that whenever fuel is expensive is in distress. Ryanair, Easyjet and Vueling They are just three of the best known. The success of these lines forced flag carriers such as Iberia to launch its own budget airline.

The same has happened in many other sectors, from everyday purchases to mobile phone, to fashion. Some companies have devoted years to this segment, but they have taken root after the middle class has taken over the. The crisis strengthens moment. In addition to allowing squaring some family budgets, still leave space for leisure.

Bettina Gölzenberger businesswoman came open a legal services company in Barcelona at an affordable price when it was in an establishment massage 1.000. “The image of lawyers is often difficult to access, until something rancid. I wanted to do the opposite: Local functional, where you can go without an appointment and with very transparent pricing”, assures. And launched Lomaslegal, a fee 30 euros for minimal consultation.

But not only this niche market is exempt from competition. legitimacy, for example, It offers its services 88 euros a year thanks to a cost structure based on economies of scale: has 250.000 Direct customers and other 8 million through agreements with companies. “We realized that only 20% citizens flocked to a lawyer, and in most cases, serious issues”, He explains its deputy general director, Juan Pardo.

The triumph of the low cost has to do, precisely, with the popularization of services and consumer goods that were not previously available to everyone. Antonio López, Professor of Sociology at the UNED, He explains that the emergence of these firms coincided with the existence of a “pocketed customer demand could not be satisfied by the traditional channel”. A report by consultancy TSN figure the volume of these consumers in the 22% of the total. A group concentrates 18% spending on consumer products, the first to have their labels low cost under the umbrella of store brands or white. A third of these citizens, Besides, they go to super reductions as Mercadona, Day or Lidl.

According to the report, These consumers usually buy white markings and use cheques discount. The crisis does nothing but enhance this behavior. Pocket fits, and during the first nine months of purchases of consumer products they fell 2,5% in every home over the same period 2007, according to TSN and the Spanish Association of Manufacturers and Distributors. White brands gained market share, and it raised the number of people who claim to be guided first by the price and looking for products on sale. Even El Corte Inglés has launched allied, its low-cost brand.

Airlines and consumer goods are the source of phenomenon low cost. “It all starts in the United States, in the sixties. With air liberalization arise companies that differ by price. The phenomenon is then mixed with the food distribution”, explains Professor Esade Josep Francesc Valls.

The boom It arrives in Europe in the nineties, and with other airlines come first service companies. But they burst with overwhelming force in the XXI century. “The middle class borrows, increases your standard of living and spend well above what it did before. Here comes a very important mass of consumers with real purchasing power”, says Felix Cuesta, professor Instituto de Empresa.

And some companies drag other. The biggest example is the Swedish multinational Ikea, It is offering more affordable furniture eliminating assembly costs and transfer. And immediately, yes, magnet effect: emerging companies in the industry with very competitive prices with a similar model.

Very noisy advertising, these companies are making their way. Dozens are activities that have their low-cost companies. This label has made his fortune in the sector hotelier, establishments that are located in metropolitan areas of large cities. The industry estimates that in 2010 there will be between 40.000 and 50.000 cheap rooms two and three stars, when in 2006 just had 8.000 in all Spain. In this market there are companies that are dedicated only to this segment, as Sidorme, but big also had to be positioned there. One of the first to do so was Accor, which continues to expand its brands Ibis, steps and Formula 1.

The low cost and takes time extending to all corners: computing (Media Markt), mobile phone (Yoigo, MÁSMovil), insurance (Direct Insurance)… Even the automotive industry, in which India and China are taking the initiative. Indian conglomerate Tata Tata Motors has launched the Nano, a car for four people costs just over 1.500 euros. Despite having carried out an aggressive advertising campaign and winks to the immigrant population, a spokesman for the Spanish employers in the sector, Anfac, It indicates that the vehicle has not yet reached Europe. And when you do, It will probably be more expensive, Since it will be adapted to the rules of safety and environmental. “these markets are destined to supply cars, with needs motorization”, He holds employers.

Even so, A study by consultancy Roland Berger notes that demand for these cars will grow much more than the rest. In 2012 they require at least 18 million units, and not only in emerging countries. Proof of this is that Renault He used his Romanian subsidiary Dacia to launch a cheaper model would first be sold only in developing countries and then marketed in Europe under the slogan The car 5.000 euros. Prices of cars Announces web, However, Today exceed 7.000 euros.

Internet has been, definitely, the key factor for takeoff of these businesses, since it has allowed them to reduce costs and address a target audience directly. “It has been instrumental. Tremendous. Not only for business. It allows us to dive, get all kinds of information… find alternatives”, says Felix Cuesta. Network has allowed the concept low cost It has also reached the financial sector. Banesto, for example, He opted for the direct banking model Low Cost iBanesto, now it ranks second among Internet banks, after ING.

Fashion has also pointed to the phenomenon. Even some streets of big cities are characterized by concentrating H&M and brands Inditex, Primark or Esprit. They have names, yes, mass tiger (Combination mass and prestige). “Some consumers seek cheap, so that then the product is actually a commodity. But sometimes it seeks to design and prestige, but also affordable, as clothes Zara, for example”, says Cuesta. The measured term It is a low cost with an emotional approach, so it is not uncommon for H&M has resorted to Madonna or Kylie Minogue divas to achieve more notoriety.

Is synonymous low cost of poor quality? “Not at all”, resounding says Ruben Sanchez, spokesman for the consumer organization Facua. “In principle there is no problem. No more than can give another traditional society. If there is necessary to hire outside accessory products offer price, as some airlines. But most companies sell cheaper because the sector average prices still give margin to win”, explains Sánchez.

However, some companies refuse to advertise as low cost. Explains the lawyer Bettina Gölzenberger, founder of LOMASLEGAL. “We shook known as low cost, but we have abandoned that label because it seems that services like law is lowering the quality. It is not like this, and in fact I can not fail to influence that we are cheaper”, holds. “We are low cost but high quality [high quality]”, Juan Pardo redounds, but legality.

As the crisis unfolds, no one dares to say that the sector is safe. some airlines, for example, They have left the battered rises fuels and others have had to reduce the quality of their service. In any case, all respondents agree that suffer less than the rest. Antonio López, south Unit, recalls that fast food restaurants have increased their turnover. “The target audience is different. It is a popular consumer capitalism, It has been able to expand their horizons spending more affordable”, assures. And caprices, needs and cravings facts may pass needs, even in times of crisis, by low-cost companies.

Mentality change

The rise of low cost has much to do with popularizing the consumption. But that does not mean that the buyer is more passive and acquire all. Isn't it?, this movement is facilitating the emergence of a consumer more intelligent,

before buying used all the information you have at your fingertips, including Internet, which it has favored transparency. Y, thus, knows all the alternatives that are its scope.

“There will be more cushy search, definitely, but good service is also required. It will go so reasonable”, says Antonio López, professor of UNED. And it has a critical mood. That is to say, know that in some cases (the clearest, the airline) It cheapens what is the cost of access. But he is aware that all accessory must pay also.

Low cost expansion has much to do with a change of mentality of the middle class. And especially their preferences. “The middle class stops behaving like a nouveau riche consuming, and instead of talking about how expensive it cost him something, rather boast about how cheap things cost”, Felix added Cuesta, Business School professor and president of Virtual Business Advisory Center.

Lopez agrees with him. “When I got married ago 15 years old , most importantly a home for the family was the dining room, that most of the money is spent. Today is no longer the luxury space. It is a functional site. E Ikea saw him clearly. As representative of a family is no longer the dining room, It is the plasma TV and the car! They have changed the social bookmarking”, Explain.

But consumer behavior is not always predictable. “There is another dimension of the superfluous”, Lopez says. “The consumer mixes both, cheapness with expensive. Occasionally small indulgences are allowed and this faithfulness skip”, Cuesta holds. Cuesta matches Esade Professor Josep-Francesc Valls. “A tourist can hire a cheap flight and then go to a much more expensive hotel or go shopping”, stated. That is to say, They allow you to streamline your budget and spend more money on something you enjoy more.

recent message from Edward de Bono, father of lateral thinking: ‘thinking to be a problem

Mistranslated, would: just we think solutions for problems.

Here is the original text, my translation and my comments:

“Because we often consider ‘thinking’ to be problem solving we do not think much about matters which are not problems. If there is a wide open road ahead of us we do not stop to consider the side roads. This is what I call ‘blocked by openness’. Many things continue because they are reasonably satisfactory so we never think any more about them. A classic example is democracy which is full of faults and limitations but can never be challenged. I can think of at least four ways in which democracy could be greatly improved.

Whose business is it to think about things which are not problems?”

"Accustomed to thinking to solve problems, We do not give any importance to what is not a problem. If we move through a huge highway, always we think of the central lanes, not on the side tracks. It is what I call "lock opening". Many things continue as they are because they are already well, and therefore we never think of them. A common example would be democracy, a packed system errors and limitations but nobody dares to question. I can think of at least four ways in which democracy could be improved.

What business you are there to solve things that are not problems?”

I agree with Bono. Sometimes we tend to take for good what could be improvable. The democracy It's a good example, but we could go much further: marital relations, the parents and children,... The general tendency is to think: it works, Let it be.

However, I think there are businesses that not only solve problems, but generate new opportunities. The invention of mop –español by-the-way-, did not solve any problems, since then scrub floors hand was not a problem, It was a habit. The invention was an opportunity, Over the years and today, Yes we would consider to scrub a floor hand is a problem.

The low cost It would be a similar case. A few years ago, the price of an airline ticket from Madrid to Brussels, 500 €, It was not a problem, was aReality assumed. The emergence of low cost made generate a new opportunity to travel to Brussels for 90 €. Thanks to that opportunity, thousands of people who had not even thought about traveling there you have. Problem or Opportunity? Matter of nuance.

I leave you with this “problem” lateral thinking: In the basket there are six eggs, and six people an egg each carry. How can it be that still left an egg in the basket?. The solution in the next post.

Contrary to what many may think, advertising agencies rarely think format "low cost"

Lateral thinking approach advanced: the philosophy of the agency TVLowCost in the United Kingdom.

I transcribe literally not blur the concept with a subjective translation.

1° « Low Cost » means you have a choice

Everyone knows and accepts this today. Neither easyJet nor Ryanair hides the fact that their flight times can be altered, they use secondary airports and give a sparse service. Such ‘Challenger Brands’ are in fact hugely admired and appreciated for their revolutionary approach to real consumer needs, costs and value for money. When Renault created the Logan, the manufacturer didn’t need to boast that it had a GPS; when SNCF launched the TGV, it didn’t run on every track at all times of the day. No one is « disappointed » because the rules of the game are known and substantial savings can be made. With TVLowCost© sacrifices are also made : no more automatic prime time; no more essential foreign shoot; no more filming on 35 mm. Everything is focussed on the product’s actual benefits, underlining Value for Money and the reasons for purchase.

2° Original and “cannier” solutions

The main point with most ‘Low Cost’ business models is their tailor-made and ‘cannier’ approach to each job: using only the necessary equipment, only those services required, providing only the basics which consumers want to pay for. Everything is efficiently organized to the benefit of those consumers. At the same time, wages are paid in the normal way, on time and for the number of hours worked. On inspection, such « Low Cost » operators must have particularly sensitive skills because, for example, how could they continue to run their respective services if their customers didn’t return for more? Again and again?

3° “Low Cost” philosophies are rare in ad agencies

Anyone can find different ways of selling cheaper without making a loss. But you do need that will-power, and most won’t even give it a try. In truth most agencies priorise awards and so pile on expensive production costs to gain that ultimate prestige, despite the pressures of today’s economic reality. Whatever the climate, some seem to have their heads well and truly planted in the sand. But not all brands can afford such high-rolling attitudes [and good luck to those that can] since their scales and lower experience with Media generally make them more cautious. Happily, for all brands tip-toeing around TV for the first time – perhaps some lapsed TV ones too – and for smaller brands in larger company portfolios, there is another way … TVLowCost.

Low Cost, A new form of lateral thinking?. Talk about low cost and TVLowCost at ESADE

past 13 and 15 They may took place in Madrid and Barcelona respectively monographs on low cost under the title “The low cost business model and the main strategic options competitors”. The conference addressed ESADE alumni, and the truth is that both sessions were a success both in terms of attendance and interest. The teacher in charge of the talk, Michele Quintano, It was helped to describe Guillem Recolons model TvLowCost.

The main objective of the session was to demonstrate that the low cost business model "moves away from the concept of low price and is something different", as expressed Michele Quintano, Visiting Professor of the Department of Marketing, which started from the idea that low cost "is to raise, through innovation, new production processes and marketing of products and services ", where not necessarily must link low low valor.En first, Professor Quintano said the traditional model of "low price" with typical examples as the discount in the distribution of consumer goods, white markings, promotions, etc., where there is a direct relationship between price and quality in the field of expectations. However, The low cost is a new model that "attempts to eliminate all the costs of complexity (differentiation)”, where selling prices are lowered but, at the same time, "It is being offered value and enhances consumer satisfaction". Among the key aspects of this model, Quintano highlighted the optimization of processes (information management, distribution, e-business, etc.), which ensures the maintenance of high quality standards, although prices are reduced.

Quintano also alluded to the various sectors in which companies apply the business model (transport, insurance and banking, car, fashion, furniture, information technology and pharmaceutical sector, among others) and said that they "have contributed to the increase in the size of mature markets". After reviewing examples, It focused on low cost airlines and formulas they use to ensure a reduction in costs and prices without sacrificing the quality of their services as, for example, the point-to-point or price adjustment to demand easyJet or Ryanair performing. In the same line, He reviewed other cases of interest (Dacia, ING Direct, IKEA and Línea Directa Aseguradora) differentiated by applying business concept.

Michele Quintano finished his presentation discussing alternative strategies that organizations can face the success of these companies low cost: wait and see (watch and wait); coexist through funding; undertake a dual strategy, offer solutions or become low cost.


Then, Guillem Recolons He spoke continuing with the analysis of the concept, noting that "the low cost is an attitude, because basically no longer be a smart purchase influenced by the values ​​that each person gives the services involved in the buying process ". On the other hand, He highlighted the dichotomy between the positioning of companies using this model, as Zara IKEA, and consumer perception thereof.

Later, Recolons recounted how the idea originated TVLowCost, "In an apparent gap in the market", in an environment characterized by the existence of two types of advertising companies: on the one hand, agencies belonging to large multinational, which they offer expensive services and, for another, local small businesses, usually unable to project beyond its scope. Thus was born this initiative, "Which it is embodied by a vehicle: the all-inclusive pack ", with a range of preset services (for example, a campaign on national television, production, Research and fees included, no monthly fee), at a very attractive price.

Likewise, the founder of the multinational partner TVLowCost said the goal is not to compete with the big agencies, but "generate a new market", addressing those companies with revenue between ten million and thirty million so far had not raised the use of television to advertise because, as usual, They have a significant budget barrier. Its formula is nothing but a set of variables appropriately combined, as expertise in television, minimal structure itself-and the consequent outsourcing of creative high level-, presenting multiple creative proposals or the maximum use of new technologies and the Internet.

To end the session, Guillem Recolons said several examples of commercials made by TVLowCost, where attendees could learn simple productions and different formats designed for midsize businesses.

Advertising during recessions: When times are good, must be advertised. When times are bad, It is obliged to advertise

And upon us. The recession is catching worldwide, but it seems that in Spain comes harder. Many companies have already started to reduce their investments in marketing to save resources and maintain profit margins. Managers know that's not the best solution, but they think "What else can I do”. It is not easy to maintain the level of investment when your billing will be reduced in the coming months.

Read more

TVLowCost: TV campaigns at low cost, but with high creativity and good performance.

One of the pitches that caught my attention in recent years has been TVLowCost. An initiative of the French advertising John Paul Tréguer that after three years is paying off. The secret? Bringing the possibility of using television advertisers EVERYONE, no matter its size. The magic formula is based on the use of a “package” which brings creativity, strategy, coordination, filming, campaign on television and, of course, investigation, both qualitative and quantitative. The package has a very attractive price: in France for € 250,000 100 national spots, in the UK £ 200,000, in Spain 200,000 €, and what's best is that it does not involve a long-term contract with the advertiser. Read more