Magazine article Marketing

TV Buying Lands Wide of Target

Magazine article Marketing

TV Buying Lands Wide of Target

Article excerpt

Conventional TV buying methods could be failing to reach the right consumers on key brands, according to Taylor Nelson AGB research.

Pilot studies for a new analysis service, Mediaspan, have thrown up gaps between what TV buyers think are the right programmes to book into and those that consumers of the brand really watch.

"It's a major development for advertisers, agencies and media owners," says business development director Mike Penford. "It provides the most accurate and cost-effective advertising schedules yet available to consumer goods companies."

The pilot study, on a hot beverage brand which AGB won't name, highlighted big differences between the performance of programmes when measured against ABC1s, the brand's name natural purchasers, and their performance against people who said they purchased the brand (see graph). One show which looked like a good buy, Gladiators, appeared less effective when measured against buyers of the brand. A Country Practice, on the other hand, performed even better against buyers than the ABC1 profile would have suggested. …

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