Entertainment drive sales ITV Mobile Messaging Time targeting

ITV: Driving awareness of Good Morning Britain

Objective

To increase viewership of ITV’s morning TV show ‘Good Morning Britain’.

Strategy

Weve targeted 18+ ABC1 entertainment fans using our smart segments. Home location data was also used to exclude consumers outside of England and Wales. A message promoting ‘Good Morning Britain’ was sent between 7-8am to act as a wake up call & encourage consumers to switch on to ITV. In addition, the message linked through to ‘Good Morning Britain's’ top news headlines.

Results

11% watched ‘Good Morning Britain’ as a result of receiving the text message.

+44% uplift in future viewership from people who recalled the text message.

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