Nielsen Catalina Study Shows the ‘Right’ Buyer May Be Fickle

 In International
Those Most Responsive To Ads Tend to Be Open to Changing Minds

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A growing number of TV buys are tailored by using loyalty-card or other databases to target people based on what categories they actually buy rather than demographics. But research from Nielsen Catalina Solutions, Starcom MediaVest Group and Coca-Cola Co. suggests going beyond category buyers to target a narrower group of likely brand buyers can produce far better results.
In research released June 15 at the Advertising Research Foundation’s Audience Measurement 2015 conference in New York, NCS and SMG outlined a complex method for targeting those likely brand buyers that could produce significantly greater sales lift at a lower cost than just aiming for category buyers.
Coca-Cola’s Simply Orange brand participated in the study, which was also sponsored in part by CBS. Nielsen Catalina brought in a dozen other packaged-goods brands to round out the analysis.
Using simple demographic targeting of TV ads could deliver the 50{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of households who accounted for 57{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of incremental sales generated by ads for Simply Orange. But focusing on a more refined buyer target could deliver a smaller 31{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of TV households that accounted for 72{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of incremental sales.  Ad Age – Read more…

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