Results
A large CPG manufacturer wanted to determine how well the ads for one of its key brands were performing with both brand loyalists and a new untapped segment, as well as determine opportunities for optimization.

Using IRI’s TV Planning solution and the resulting optimization recommendations, the client generated an 8 percent increase in TV targeting effectiveness while maintaining the same spend.


The Challenge
The client did not have the ability to determine purchase propensity within their target segments, nor the data assets to understand what its current targets were watching. This ‘black box’ inhibited the client’s ability to optimize its TV advertising spend.

IRI leveraged its ProScoresTM 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 found that networks could be grouped into three categories based on how well they targeted the client’s loyalists:
  • Eight of the 19 networks were aptly targeted for the loyalists and represented opportunities for brand expansion (37 percent of ads, 66 percent of  Gross Rating Points)
  • Six of the 19 networks had room to optimize with a mix of targeting effectiveness across advertised dayparts (36 percent of ads, 19 percent of Gross Rating Points)
  • Five of the 19 networks were poorly targeted towards loyalists (27 percent of ads, 15 percent of Gross Rating Points)
For the new segment, IRI found:
  • Eight of the 19 networks were well targeted towards untapped PKM (43 percent of ads, 22 percent of Gross Rating Points)
  • Eight of the 19 networks had room to optimize with a mix of targeting effectiveness across advertised dayparts (39 percent of ads, 42 percent of Gross Rating Points)

For the Loyalist Consumer Segment, IRI recommended reallocating 33 percent of Gross Rating Points to better performing networks/dayparts.

For the New Consumer Segment, IRI recommended reallocating 27% of GRPs to better performing networks/dayparts. 


The Result
IRI recommended shifting ad spend from the lowest performing networks and dayparts to the highest. As a result, the client was able to increase its media targeting effectiveness by eight percent, reaching more of the highest propensity purchasers within its shopper segments while maintaining the same spend.
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