IRI leveraged its ProScores™ tool, which combines granular purchase data with rich demographic information to predict household spend for specific brands and categories. IRI used the brand’s ProScores to measure effectiveness against brand loyalists, as well as ProScores to identify a new segment. IRI then evaluated the client’s ad performance over the past quarter based on how well the ads reached the highest ProScores buyers, segmenting by network and daypart.
IRI analyzed 19 networks and grouped them into three categories: