Media research company TRA says targeting what it calls "heavy swing purchasers" -- those who have purchased a particular brand in the last two years -- can give brands 70% higher ROI, rather than basing their media plans on traditional sex and age demographics.
These heavy purchasers are those who bought brands more than 25% of the time, but did not become loyal purchasers of the brand.
In particular, TRA says its Media TRAnalytics can target TV programs and increase a brand's impressions against this group.
Other research the company touts says that if considering DVR as a "network," DVR would be rated as the sixth-highest network. This is an improvement from 2006, where it would have been the 10th-rated network.
TRA also noted that advertising during prime time has a higher ROI than other dayparts -- even considering that prime time comes at a higher cost-per-thousand price (CPM).
Special TV events also have higher ROI. For example, the Olympics were found to have ROI that was about 50% higher than the rest of a brand's TV budget, despite its high CPM.
TRA gleans data from an anonymous television database of 1.5 million households and an anonymous single-source database of 370,000 households.