Unit 20: M2 - Justifying the choice of media

TV Adverts

In 2018, Ofcom reported that only 46% of total viewing time is watched on broadcast television by younger people due to the decrease in popularity in this medium of entertainment. Despite DUPLICITY’s young target audience, a TV advert is still appropriate to market the BBC3 crime drama because these types of adverts can now also be published on platforms such as BBC iPlayer, YouTube, Twitter and Instagram where young people are spending the majority of their time. This will provide a very detailed insight to the content of the series that is likely to be the most engaging for potential viewers due to the exciting visuals and and intense music which will grab their attention. It’s been suggested that young people view almost 5 hours of content like this in just one day on social media and other platforms, not including television, making it a prime place to display the advert and engage with the potential viewers.

Print Adverts

With a mysterious black and white billboard or poster, such as the one for DUPLICITY, along with bold text to grab the attention of passers by, print adverts are likely to engage with a large range of potential viewers, via above the line methods. To attract the young target audience, billboards are likely to be placed around shopping centres or near secondary schools or universities rather than on motorways or areas that are less accessible for them. However, this method of advertising is likely to grab the attention of a mass audience, increasing its potential of success and expanding its range of potential viewers as, even unexpected passers by may feel inclined to watch the series.

Social Media Advertising

In order to engage with viewers in the most effective way, social media must be used to market the drama series. Its been estimated that 99% of people ages 16-24 in the UK use social media by BusinessInsider. Twitter, Facebook and Instagram all allow tools to very specifically target users with adverts so can be created to specifically target people that we think will like the programme. In 2018, according to statista.com who posted Ofcom statistics, 94% of 18-24 year old used social media regularly in the UK and have their own profile, making it the perfect platform to advert to the target audience of BBC3 and Duplicity.  This means the people who see the ads are more likely to watch the programme as they will most relate to the programme/have seen it previously. This will give the best return on the money spent.