Sun Products Proactively Identifies Improvements for Future TV and Digital Media Campaigns



Sun Products wanted to analyze the impact of six digital and TV campaigns across its brands to identify learnings that could be leveraged to improve future campaigns. It needed a tool that could identify trends at the most granular level – by publisher and week, and across brands.



IRI Lift™ was used to measure the ALL and Powercore brands across both digital and television. Results from digital identified the top-performing publishers early in the campaign, as well as the ideal campaign length to optimize return on ad spend (ROAS). IRI identified that TV was two times as valuable as digital on an ROAS basis, and that its DVD promotion was the most profitable.

IRI Lift’s weekly reads showed that digital publisher performance was established early and did not deviate from initial results.

Comparing channels, IRI identified that TV outperformed digital by 2x.

And, across Sun’s TV campaigns, IRI Lift found that Sun’s DVD promotion had 7x– 21x higher return than other TV campaigns.

Across Sun’s TV campaigns, IRI Lift identified that the DVD promotion had 7x – 21x higher return than other TV campaigns.


Sun was able to glean robust and clear insights quickly that could apply to future campaigns to drive improved ROAS, including:

  • Shorter campaigns were optimal for sales lift and ROAS; longer campaigns see a drop off well before the campaign end date.
  • By ending the campaign between weeks 10–16, Sun could have saved thousands of dollars and 8+ weeks of media planning.
  • Early reads on publisher performance are highly accurate, and early reads should be used to move impressions to top performing publishers.
  • The DVD promotion vastly outperformed other types of TV campaigns. Shifting more spend to this promotion type could have greatly increased ROAS.



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