CASE STUDY: CPG FROZEN DINNER BRAND

Objective: 
Assess the sales contribution of the TV and Digital components of brand’s ad campaign

  • Campaign ran for 3 months
  • Campaign ran in 88 local cable zones, and was a heavy-up campaign, run concurrent with national campaign
  • Zones chosen based on historical category and brand purchases
  • Direct HH-level match of product purchase and TV + Digital ad exposure

TV and Digital Work Together

But TV still drives the lion's share of impact due to its scale.
Source: TiVo Research custom study.

Different Platforms, ROI Strategy

TV brings in new customers. Digital secures more sales from existing customers.
Source: TiVo Research custom study.

More Frequency Helps in Driving
Sales Lift

Sweet spot is 7-10 frequency; sales lift plateaus above 10 exposures
Source: TiVo Research custom study.