Measurement on TV, historically, has been about decoding consumers’ viewership and slicing it demographically. This used to work well until the choices with consumers were limited, both in terms of media and brand options. With the evolving consumers, their brand and media consumption and behaviour is changing. With the advent of new-age mediums like digital, mobile, social etc where measurement is done with consumers’ behaviour as the base, the same needed to be replicated for our client, Brand X, a leading shampoo brand in India.
With the brand task being to gain users from competition, mere demographic targeting didn’t help as the demographic TG for all the shampoo brands was more or less the same. Our hypothesis was that users’ behaviour would vary across brands and hence needed a state-of-the art measurement system on TV which could capture consumers’ behaviour along with viewership data.
Using Datafusion techniques, we merged TV viewership data with purchase data from household panel to create a unified currency for precise targeting on TV.
On using this merged data for TV planning, we sharply targeted and spoke to consumers we wanted to, thereby reducing not only media wastage, but also plug the leak for our brand’s market share.
NOTE: RESULTS ARE CONFIDENTIAL