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.