IRI's ProScores Audiences are so effective because they're built using real consumer purchase data from nationally representative households across all retail outlets. That data is then modeled across all 126 million U.S. households to identify those with the greatest propensity to buy that particular product.
ProScores Audiences are typically restricted to a highest-quality audiences and households with a real category purchase history. But sometimes brands want to loosen these parameters to target a larger – but still purchase-based and highly relevant – audience for mass campaigns.
IRI Max Reach Audiences makes it possible by allowing you to loosen the traditional penetration parameters within ProScores to match the needs of your campaign. Using this approach, you can reach anywhere from the actual product category's penetration (the traditional ProScores cutoff) to audiences as large as all of the 126 million households in the U.S. Whatever number of households you choose, IRI Max Reach Audiences will give you the most reliable purchasing audience at that scale.
You can also employ this methodology at any point in a campaign, whether you need to pace a longer campaign with additional media buys or want to geotarget at a larger scale. It's a great choice for higher-reach campaigns, awareness campaigns and major campaign pushes. It's also a great way to close out campaigns entering their final weeks with extra budget remaining, giving you the ability to hit a larger but still targeted audience as the campaign concludes.
If you have any questions or want to learn how to maximize the ROI on your media campaigns, please reach out to your IRI representative or IRImedia@IRIworldwide.com.