Results


A leading manufacturer of packaged meat and frozen entrees wanted to optimize its upfront TV advertising purchases to ensure that each brand in the portfolio was reaching the highest propensity brand purchasers.

IRI helped the client gain a 6x return on investment from better TV advertising spend planning.


The Challenge
The client lacked the ability to understand the purchase behavior of people viewing its TV advertisements since traditional measures only provide historically standard age-demographics on TV ad audiences.
As part of IRI’s TV planning solution, IRI evaluated the client’s current advertising spend across all key brands to understand the actual purchase behavior of people watching each of the shows that the client had purchased:
  • The TV planning solution identified the average purchase propensity for the client’s products for every television show on the air by leveraging IRI ProScores™, IRI’s custom purchase propensity scores available by UPC, brand, retailer and custom segmentation for each and every household in the U.S.
  • By combining household-level IRI ProScores with near real-time TV audience viewing data through our partnership with Rentrak, which includes 17 million+ television viewing households in 200+ markets, the client was able to see the average expected annual purchase of its brands for every advertisement it purchased, as well as those it had not purchased.
  • Using the TV Planning system optimizer, the client calculated network, daypart, and series propensity scores to build scenarios for improving the purchase propensities of current media allocations. 
These optimizations significantly increased the effectiveness of the manufacturer's advertising by changing its media purchase to shows that had more high propensity brand purchasers.
 
An analysis revealed that more than 50% of spend could be deployed more effectively. IRI provided specific recommendations of network and dayparts to improve efficiency:
 

The Result
By employing IRI’s recommendations, the client yielded a 6x return.
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