We conducted India’s first ever study using Behavioural Economics to understand the effect of context while planning on TV.
Using Behavioural Economics, we can plan efficacy of different genres on TV (Niche genre vs. mass genres) by layering it with actual differences they make on consumer purchase decisions.
Our study is a winner because
· It addresses the missing link of context while planning on TV
· It provides planning implications by picking the right genre mix.
· We can get a planning savings of 10-12%; the same monies can then be ploughed in investing in other media.