TRA: Target 'Swing Purchasers' On TV For Better ROI

Targeting TV shows with heavy consumer purchasers of a specific brand can yield better return on investment versus using more traditional TV demographics.

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.



1 comment about "TRA: Target 'Swing Purchasers' On TV For Better ROI".
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  1. Rob Frydlewicz from DentsuAegis, May 12, 2009 at 9:26 a.m.

    TRA's "observation" about DVR as a network is a bogus one since it is the audience of every broadcast & cable network that comprises the DVR audience. Using DRA's logic, if TV was considered as a network it would be the largest network of them all!

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