The Campaign

The aim was to understand how TV impact sales in an FMCG environment. We would data from our partner agency to demonstrate a direct link. By mixing very detailed household level TV viewer, with household level retail data, we would demonstrate that households exposed to the ad, bought more of the product as a result.

Creative Execution

We went to market with the TV ad. Although there was supporting digital media, we ensured that both segments were equally exposed. We then ran analysis on the product sector sales 6 months prior to the campaign and indexed results. We then started looking at sales during the campaign for two segments – exposed and non-exposed. The results were great…..

• Uplift of sales from households exposed to TV 21% - pre/post campaign periods identical • Uplift in sales from households not exposed to TV 17% - pre/post campaign periods identical • TV delivered a sales uplift of 4% HOUSEHOLDS EXPOSED TO THE TV AD BOUGHT 21% MORE PRODUCT DURING THE CAMPAIGN HOUSEHOLDS NOT EXPOSED ONLY BOUGHT 17% MORE PRODUCT THE ONLY DIFFERENCE BETWEEN THE GROUPS IS THAT ONE SAW THE AD AND THE OTHER DIDN’T. TV WORKS.

For years, establishing a direct link between TV advertising and sales has proved difficult – doubly so in FMCG where the sales are disintermediated by retailers. This study is an example of how multiple datasets can be used to overcome this issue.

Insights, Strategy and the Idea

We built two household segments and examine retail sales of the product pre and post campaign. One segment would be households we know had viewed our ad and the second segment, household we knew had not been exposed to the TV ad. Within the two segments other factors such as demographics, composition, income, retail habits were identical – normalised. So the only difference is that one segment viewed the ad, the other didn’t.