SimpliSafe returned to national cable in a big way with their current Short Form DRTV campaign. This home security system has been in the Top 10 Spot Direct Response Ranking every week since early October.
Homeowners, especially those that take on improvements projects, are likely to appreciate a security system, so networks like DIY and HGTV are obvious choices. Since home security’s appeal isn’t limited to just men or women, SimpliSafe’s network spread covers them both. Spike, History, and AMC for men; Hallmark, TLC, and Food Network for women.
This is newsworthy in itself, but we find it more interesting about what’s missing. Can you spot it?
News and sports are missing. Almost completely.! Sports networks didn’t accumulate many airings. News networks even less.
So why such a negligible presence on these networks? What does Simplisafe know that others don’t.
Our hypothesis: It’s the way we watch these networks that matters to the media buyer who’s behind this campaign.
Sports and news tend to be on in the background. We pay close attention, however, to stories or shows with a narrative thread.
Services like SimpliSafe that require more consideration from the viewer should then target channels that presumably have more "paying attention" viewers -- or viewers who can engage in a longer pitch.
It's all about ROI right?
Programming on channels like DIY, HGTV, and Food Network, which often takes viewers through a precise step-by-step process, demands and rewards close attention. This is the sort of television setting in which SimpliSafe will most successfully connect with viewers.
That’s our take. What’s yours?