Fact:
BT Sport have run 1,132 press ads in the UK since activity launched on May 9th (33 days ago).
BT Sport have run 1,132 press ads in the UK since activity launched on May 9th (33 days ago).
The £100m+ campaign launched with a nationwide
press takeover in the nationals and regionals, running multiple consecutive ads in main news as well as the sports sections.
Added to this is TV, radio, outdoor and digital activity, delivering a truly ubiquitous multi media campaign across the piece.
How much is too much?
Taking a London commuter as an example - If you had picked up and flicked through The Metro and The Evening Standard on your way to and from work every day between May 9th and today, you would have come across an astonishing 82 BT Sport print ads ranging from strips to 1/2 pages and pages in these 2 titles alone.
Added to this is TV, radio, outdoor and digital activity, delivering a truly ubiquitous multi media campaign across the piece.
How much is too much?
Taking a London commuter as an example - If you had picked up and flicked through The Metro and The Evening Standard on your way to and from work every day between May 9th and today, you would have come across an astonishing 82 BT Sport print ads ranging from strips to 1/2 pages and pages in these 2 titles alone.
Using one day as an example - the following ads were all in the Metro on the 23rd May, well in to the launch :
But how effective is this?
There's impact, ownership and brand building, tactical and synergistic placements ...and detail...now the ads have started to include more information relating to the pricing, packages and proposition ...but how many times do we need to be targeted to get the message?
Too many!! It certainly makes a relative mockery of the the average campaign planning coverage and frequency measures and caps...as well as considerations re. the laws of diminishing returns etc.
Just how long can the BT Sport advertising omnipresence continue for?? Too Long!!
#PurePoint
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