Of course, we all have days that are better than others. Well it’s the same for advertisers.
Anyone running an AdWords campaign knows their conversions are better on certain days, not to mention certain times of the day.
In print advertising, newspapers in particular, there is generally more than one day of the week that is promoted as a really ”good day” to be in the paper. For example, Sundays are thought to be a good day because it tends to be the highest circulation day of the week. Thursdays are also thought to be a good day – especially for car dealers or other retailers- because announcing a weekend sales event on Thursday makes good sense. Finally, in many papers, Wednesdays are thought to be a good day because it happens to be the day the paper distributes all the week’s FSI shoppers and flyers. In any given paper, the ”conventional wisdom” is that Wednesday, Thursday and/or Sunday are the best days of the week to advertise. In fact, if you asked ten different media planners/buyers, they would also likely tell you the same. However, as is often the case with conventional wisdom, the philosophy needs a little updating.
At Mediabids, we know the best day of the week is unique to each advertiser. The following charts are representative of each advertiser’s flow of calls each week. The numbers for each day are the percentage of weekly calls for the given day – meaning X% for the week were on Monday, X% were on Tuesday, X% were on Wednesday etc.
For ”computer repair,” the beginning and end of week are best.
For a cable TV advertiser, the middle of the week is better.
A product for the ”senior market” does best on Mondays and Thursdays.
On the other hand, a top consumer goods product has a call volume curve that is best Wednesday thru Friday.
When you think about it, it really shouldn’t come as a surprise that each advertiser has a unique signature (at least as far as print advertising is concerned.) After all, each advertiser serves different needs and has slightly different target markets. It stands to reason these variables would result in somewhat different call volume and response trends.
No matter which side of the media negotiation you happen to be on, the next time you get an earful of accepted wisdom (either from a media salesperson or from agency staff), you might want to remember we all have good days and bad days.
Post by Jim Jinks