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It’s official, at least according to Univision: ads on TV really do drive purchases.
Univision has melded two separate Nielsen metrics - one tracking TV ratings and the other gauging actual purchase behavior - to track which ads reach a particular audience. It then matches that data up with results from Nielsen’s Homescan product, writes MediaPost.
So far, what Univision is calling its fusion project offers data only in the Los Angeles market, an area which is a sufficient microcosm of the U.S. for Univision to extrapolate nationwide figures, the network says.
Univision isn’t using the metric for sales during the upfront, but rather to strengthen its pitch and back up its claim that targeting Hispanic consumers leads to positive results.
The initiative is similar to what was being called Project Apollo, an effort that combined data on media consumption - including broadcast TV networks, cable networks, magazines, radio newspapers and circulars - with consumer product purchasing data. Project Apollo was abandoned in February because of lack of advertiser interest.
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