Dual screening to determine winners on TV this Christmas

In this Article

KitchenAid appliances back in the limelight.

Ed Balls, the man behind The Mask.

The strange thing about shearling jackets.

High profile TV shows are driving a boom in dual screening and offer huge opportunities for brands to integrate marketing campaigns across platforms, new data released by eBay Advertising today reveals.

Over the past 12 months, annual favourites and one off broadcasts alike have had a significant impact on how consumers have searched and shopped on ebay.co.uk, as online emerges as the most powerful platform to tap into huge broadcast audiences.

The yearly return of programmes such as The Great British Bake Off and Strictly Come Dancing has become part of the fabric of national life, and in 2016 their capacity to inspire shopping has been more pronounced than ever.

On your marks, get set, shop

This year, Candice’s lipstick was one of The Great British Bake Off’s biggest – and most unexpected – talking points. On the 31st August, when she wore a bright pink lip colour on the show, searches for “pink lipstick” on ebay.co.uk rose by 233% in the hour after it aired. And a week later, when she sported a red version, interest in “red lipstick” rose by 133% during the hour that show was broadcast.

Of course it wasn’t just the bakers’ fashion choices that impacted shopping. On the day that the ‘biscuit week’ show aired, searches for “KitchenAid” – which returned to the series after being replaced with a Kenwood model in 2015 – rose by 100% on ebay.co.uk. And when contestants were tasked with constructing a three tier cake for ‘botanical week’, there were 1,600 searches per hour for “cake tin” as viewers nurtured ambitions for creating their own masterpieces.

BBC dances its way to dual screening

Strictly Come Dancing also inspired audiences to emulate what they saw on screen. During the weekend of the first live shows, searches for “dance shoes” rose by 37% compared with the previous day, while searches for “Latin dress” increased by 36% over the same period.

It was the Strictly Come Dancing Movie Week – where contestants performed to songs from Hollywood films - that had one of the biggest influences on consumer behaviour. Searches for “The Mask”, the film assigned to Ed Balls, shot up by over 290% on the day the show was broadcast and by a huge 995% while the episode was on air. Interest in two of the other films, Singing in the Rain and Mary Poppins, was also up by 100% and 49% overnight on the day of the episode.

He may have been mocked in the press for his stint as Jim Carey’s character in The Mask, but it looks like Ed Balls had the last laugh: searches for his autobiography on eBay jumped by 120% on the day of his performance.

Dual screening’s impact felt beyond linear broadcasting

eBay Advertising’s data shows that it’s not just ‘appointment to view’ TV programmes that fuel dual screening. In the seven weeks following the launch of Stranger Things, one of Netflix’s most popular shows of 2016, searches for “shearling jacket”, a recognisable costume item worn by its star Winona Ryder, rose by a significant 136%. Similarly, searches for “army jacket” – another key costume piece – rose by more than a third (36%).

The series also sparked renewed interest in Ryder’s previous work: searches for “Girl Interrupted” were up by a fifth (20%) in the week that it was released on the subscription service.

Festive specials spark spending

The Christmas TV schedule draws huge captive audiences – and on the whole viewers have more time to indulge in shopping while they watch, giving brands a golden opportunity to engage in the period past peak season.

And Then There Were None, an Agatha Christie adaptation that ran between Christmas and New Year 2015, triggered a 390% jump overnight in searches for the author of the original, demonstrating that TV can encourage interest in literature too. In addition, searches for “Poldark,” which shares a leading man with the Christie adaptation, rose by 310% in the same period, while interest in one of the most worn fashion items in the series, a smoking jacket, increased by 44%.

He may be an unlikely style icon, but Sherlock Holmes inspired the fashion choices of dual screeners during the programme’s Christmas special: The Abominable Bride. Overnight, searches for Sherlock’s signature “deer stalker” rose by 55%, while searches for “tweed” items that featured in the episode’s period setting increased by more than a third (35%).

Rob Bassett, Advertising Director at eBay in the UK says that the industry has been discussing the potential impact that TV programmes have on shopping habits for some time, but this data demonstrates the scale and scope of dual screening in the UK.

“It’s not enough to know that the trend exists; brands need to be able to precisely identify people who are likely to be dual screening and target them with the most relevant advertising messages. Earlier this year we launched our eBay TV Targeting product, which allows brands to do just that.”

The TV industry has evolved and diversified hugely over recent years, with stalwarts like the BBC and ITV being joined by subscriber platforms such as Netflix and Hulu. Regardless of these changes, our appetite for broadcast content, and that content’s ability to inspire us, has only grown. Brands have a huge opportunity to engage here, but only if they can align themselves with what people are watching. This interest also provides brands with an opportunity to connect around hugely popular content on BBC channels such as The Great British Bake Off.
Pauline Robson, Director, MediaCom