A confectionery company wanted to optimize its television advertising by networks, dayparts and shows, as the brand currently had low viewability networks and dayparts.
By using IRI ProScores®, IRI was able to identify the best audiences for television ad buys on networks and programs. This included identifying category buyers by network and daypart. In addition to shifting to networks and dayparts that had viewers with high ProScores (high propensity to purchase), IRI recommended adding long -tail networks to the client’s media plan.
Using IRI ProScores and IRI’s planning process allowed the brand to receive a $1.8 million increase in TRPs. Overall, with IRI TV Planning, brands can achieve up to 29 percent increase in TRPs.
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