Immediate has over 70 market-leading brands across food, entertainment, gardening, kids, sport, craft, parenting and culture. Our audience are the party-hosters, the food shoppers, the gift-buyers (and makers), the TV-watchers and the holiday-bookers. Brands simply cannot afford to miss the Immediate audience this Christmas.
Christmas is all about special time spent with family enjoying great TV, special food and drink, and the joy of gift-giving and receiving. And this has never been truer than for Christmas 2020.
Immediate reaches 26 million people in the UK every month with our highest audience figures over the Christmas period. The nation turns to BBC Good Food, Radio Times, Made for Mums and many more Immediate passion brands, for guidance on the best Christmas food, must-watch Christmas TV and the hottest gifts to buy.
Advertisers benefit from strong contextual positioning, accurate audience targeting, unique data opportunities, and the option of partnering with our creative studio, Imagine, to create beautiful campaigns that really connect with our passionate, engaged audience.
Contact us to find out how.
With so much uncertainty still in place about what guidelines might be over Christmas, we asked our audience how they are feeling, their financial situation, plans for hosting and if their food and gift purchasing habits will change.
The study, with our Immediate Insiders panel, shows that despite concerns Immediate’s audience continue to be more financially resilient than the UK population and are not planning to reduce their Christmas spend. Whilst they may not be partying as much in 2020, they are planning to make Christmas an extra special time.
Gifts and meal planning are already on their minds; however, they do plan to make more online purchases rather than in-store this year. There is also a focus on shopping more locally and 1 in 4 plans on making homemade gifts.
Our audience are less likely to go out to restaurants or parties but are planning to spend time with their loved ones at home. Our audience are looking forward to spending more time cooking, baking, watching TV and taking part in their hobbies. Our brands are ready to inspire and support this, whilst helping add some extra sparkle to what a different Christmas than usual could potentially be.
Click here for our full report on our latest Christmas insight.
Dr. Oetker wanted to raise brand awareness and be the preferred brand for bakers, especially targeting the female ABC1 20-44 demographic.
Our foodie audience was perfect for this and our Imagine team created 2 videos and 6 bespoke recipes to celebrate baking and inspire bakers to use Dr. Oetker in their own creations. The videos and recipes were amplified across the IMfood portfolio via a hub sponsorship, print advertorials, display formats, page takeovers and our social platforms.
The Christmas phase of the campaign reached a massive 2.88 million, which was 800k over target. The recipe videos did exceptionally well, over delivering video completions by 99%.
Our insight team ran an ad effectiveness study with our research panel which showed Dr. Oetker’s campaign objectives were successfully met. 27% of those who recalled the campaign said they have bought a Dr Oetker product, with 65% considering buying a product in the future. Perception of the brand increased to 79% overall and the campaign was described as “a good fit with the brand” and “eye-catching”.
This is your last chance to enter into our extra special £1,000 Secret Escapes voucher prize draw.
And don’t worry if you’ve already entered via one of our weekly competitions, every entry is one more chance to win!
How to enter
Simply submit your email address below. Someone will be picked at random from all the entries received to the various competitions we've run over the past six weeks. The competition closes at 23:59 on 18th October 2020.
TThis competition closes at 23:59 on 18th October 2020. Entries received after this date will not be counted. See full terms & conditions