Channel 4 peaks at 6m for Great British Bake Off series 12 opening
Series 12 of The Great British Bake Off returned to screens with a 31% audience share on Tuesday night. Channel 4 claim it was the programme's most successful draw with younger viewers to date.
According to BARB overnight figures, the five-minute peak for the opening episode was 6 million viewers at 8.30pm. On Channel 4+1 the audience had a 5-minute peak of 5.1 million viewers at 9.35pm. Aldi signed a deal with Channel 4 earlier this year to be the exclusive broadcast sponsor of the show for a second year running.
Why is this important?
The show had an extremely successful launch with viewers still tuned in during the breaks. A big hit show such as GBBO is a great example of TV's power of shared experience.
Media planning around high reaching programs such as GBBO, can lead to larger awareness for brands.
Google Ads will combine Smart and Standard display campaigns
Google Ads will now begin to combine Smart Display campaigns and Standard Display campaigns into one option. This new campaign type will mean advertisers can choose what to automate or control manually in terms of bidding, creatives and audiences. Google are introducing optimized targeting for Display campaigns, audience settings will work as signals to find audience segments and improve performance similarly to Smart campaigns.
Why is this important?
Google will soon provide just one option to create Display campaigns and these will have the same controls for bidding, ads and audiences like Standard Display campaigns. It will also mean that advertisers will be able to test the power of Smart Display Automation without having to create a ‘one off’ Smart campaign.
Facebook shares more tips on app tracking update #IOS14
While the full effects of the IOS14.5 and App Tracking Transparency (ATT) update are still to pass through the world of Facebook advertisers, Facebook has provided a range of tips to help mitigate impacts and allow the platform to continue learning about the ads and results. Facebook has emphasized the need to allow time for campaigns to work with the latest nuances before analysing results, follow learning phase best practices to allow optimal machine learning.
Why is this important?
Learning and activating alongside IOS14 means planners can continue observing potential changes and implementing optimisations to sustain/improve performance. We can report on what we know, and look into alternative targeting options. We’re still some time away from knowing the full impacts of the ATT change and with more privacy changes coming, we can expect to see more/similar impacts in future.
Campaign of the week - Seat x CALM – “The Language of Listening”
Car brand Seat and charity Campaign Against Living Miserably (CALM) have embarked on a joint initiative, promoted by C14Torce.
A three-part mini-series on mental health, hosted on Seat and CALM's websites and social media channels, follows on from the organisations' collaboration on their "Grow a pair" campaign in 2019.
Only 55% of men experiencing depression will let anyone know about it and 84% of men say they bottle up their emotions. Be honest, when was the last time you asked a mate not just how they were doing but, you know, how they were really doing? Sitting down and checking in with other people isn’t just a tick box exercise, it can literally be a lifesaver.
