Another significant spend of almost £4m was by the RSPB. Smaller spends of c. £200,000 per month in January and July were balanced by spends of £1.4 million in both June and October. The ad was a very emotive garden scene creative about "giving nature a home" and the main call to action was text response for a free guide. This was a less traditional response focused campaign, but we do understand that it was very successful at engaging the family audience and driving action. One well known Creative Director described it as "modern DRTV". Interestingly, the music is used as much as the voice over to convey the sentiment of the ad and is very effective as it leads up to the words "Build it and they will come" where we see a whole range of garden wildlife. A more conventional saleshouse and channel mix was bought by the RSPB. ITV1 channels led the way with weekends and Mondays being most popular. Daytime was less of a focus with under 10% of impacts across the campaigns on this time-band. In terms of ad length, there has been a lot of movement here and the biggest departure from charity sector norms was the dropping of 60’ ads after January 2014 and more focus on 30’s and 10’s.

• published: 05 Dec 2014
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