Does The X Factor still have the scale to launch campaigns?

Year-on-year more questions are asked of The X Factor’s position as the number 1 destination to launch TV campaigns. This year the question is particularly prevalent given further declines in its popularity. Not only is it being beaten for audience by the BBC behemoth that is Strictly Come Dancing, but BARB data reports that for the week ending 16th November it only just made the top 5 for shows on ITV alone, with the premier of I’m a Celebrity and three different episodes of Coronation Street producing larger audience figures.

But does this mean it’s validity as a vehicle for delivering scale for a brand is now refutable? The answer has to be a resounding no. With a regular audience in excess of 6m, few other commercial shows can compete with The X Factor, particularly over such a sustained period. This allows advertisers not only the opportunity to launch campaigns with a one off spot delivering scale, but also to build brand equity with consumers over a consistent period of messaging – crucial to long-term business objectives. Of course, this all does come at a price…