The Specialist View: Media Market in H2

The need-to-knows from our latest Media Market Report.

14th June 2022 Read time: 2 minutes

For the first time, we’ll experience a major football tournament in the peak TV advertising period of Q4. If you want to take advantage of this unique opportunity to reach younger, wealthier, and more upmarket audiences over gifting season, it will be more important than ever to book early and meet AB deadlines (advised to do so at least six weeks prior to launch).


Don’t switch your channel KPIs to performance just because you’re considering online media channels. If your business challenges require you to build awareness, keep any spend you are diversifying into online aligned to that objective. This will keep your investment focused on the overall strategic objectives that will drive business change and help avoid inadvertently shifting away from them because of the reputation online media has for driving performance at the bottom of the funnel.


Better value for money can be achieved by booking cross-platform packages with publishers and laying down as much activity as possible upfront. We need to consider availability in magazine and newspaper supplements and secure the space sooner than we may have historically. If you’d like to advertise around busier periods in H2 – like the key sporting events (including the World Cup), Black Friday and Christmas – the sooner we book also ensures we can achieve the best possible positioning.


The Rajar figures released this month show that radio has hit an all-time high listenership of 49.7 million. Availability is likely to be the biggest issue across Q4, particularly across major brands like Magic, Absolute, Capital and Heart. We advise booking at least eight weeks ahead to secure quality inventory.


It will be a busy H2, with the Women’s Euros and Commonwealth Games over the summer, then the World Cup in Q4. Advertisers that come to market first will see the benefits in terms of available space and, potentially, rates. Capture your audience with a relevant, creative DOOH campaign and use contextually relevant messaging.


There’s no inflation on cinema prices across Q3, although there are premiums in Q4 due to seasonal demand. With many high-profile releases set for Q4, we recommend booking early. Cinema ticket sales are back in full swing after two years of reduced admissions and are forecast to peak in Q4.

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