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