NEWS: JWT project shows TV impact is short-lived

One or more television exposures can raise sales of a typical brand by as much as 23 per cent the following day, but the impact of an exposure falls soon afterwards, according to a study into effective frequency by J. Walter Thompson Media.

One or more television exposures can raise sales of a typical brand by

as much as 23 per cent the following day, but the impact of an exposure

falls soon afterwards, according to a study into effective frequency by

J. Walter Thompson Media.



The survey, called Project Zeus, aims to help clients to work out how

many TVRs are needed to increase sales volumes, and calls for not just

weekly, but daily TV ratings.



This would help ads to be more tightly targeted. Project Zeus suggests,

for example, that the best time to see a commercial might be during

breakfast TV on a Friday or Saturday morning because tracking results

from BMRB TGI shows that these are housewives’ favourite shopping days.



Project Zeus also found that, in terms of susceptibility to advertising,

there is no such thing as an average person. It concluded that aggregate

response curves hide very different response functions.



The study found that segmented strategies work better than aggregate

ones and drew up a ‘susceptibility matrix’ to help clients to decide

which approach works best with which audience segment.



James Walker, media development director at JWT, said: ‘Increasing sales

should not be an acceptable objective of advertising. We want to

interrogate clients more thoroughly about how they want their

advertising to work.’



Project Zeus is the second in a series of monthly discussion papers

published by JWT Media. The paper is sent to a raft of clients and media

owners.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).