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The Nielsen Company and Arbitron’s Project Apollo released a case study for a brand of pain reliever that used data from the project - specifically audience data among current brand users aged 25-54 - to guide the selection of networks and dayparts. The brand was able to snare a 16 percent increase in the delivery of consumers aged 25-54 who buy the brand when compared to a conventional ad schedule based on traditional media planning tools.
The increase was managed while keeping the total budget at the same level, according to Arbitron.
The first step in improving the ad schedule was to look at the amount of discrimination that exists in Project Apollo data for this marketing target. Discrimination is measured by comparing the marketing target rating to the total demographic rating, evaluating cable networks at a daypart basis. This step helped determine if making choices among cable networks and dayparts using a marketing target could yield more brand buyers than choices made using a conventional media target such as Adults 25-54.
For the brand buyers of a specific pain reliever, the first step discovered a fair amount of discrimination at the daypart and cable network level.
For example, less than 30 percent of the dayparts on cable networks delivered the Pain Reliever Brand Buyer rating points at approximately the same level as Adults 25-54 rating points. Nearly half of all the dayparts across the cable networks delivered either significantly more or less brand buyer ratings than demographic ratings, which meant that it made sense for a media planner to look at Project Apollo-generated brand buyer ratings when selecting which cable network and daypart to place on an ad buy.
The second step was to build a new commercial schedule by selecting availabilities from those cable network dayparts that deliver significantly more Pain Reliever Brand Buyer ratings than the conventional Adults 25-54. The network dayparts selected for the enhanced schedule included an equal mix of network dayparts that were included in the original plan and of new network dayparts.
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