Improving Target Communications Efficiency through TV Spot CM Auditing

In order for active marketing communications, huge investments are often made by advertisers. But, of course, even large marketing budgets have limitations. Therefore, improving target communication efficiency contributes to effective budget management. This case study introduces the'process for improving'target communications efficiency, focusing on campaigns with large investments in TV Spot commercials.

In order to improve target communications efficiency, efforts need to focus on the following three areas:

1. Increasing household GRP achievement
2. Attaining higher target conversion ratios
3. Buying with appropriate household costs per GRP

As for the detailed process, SPI needs to consider what counteractions to recommend to advertisers based on confirmation of the results and a causal analysis of the issues raised.

1. Household GRP achievement
   a) Results confirmation (on-air check, confirmation of the number of spots by time-zones, confirmation of household achievement ratios, etc.)
   b) Causal analysis [confirmation on the factors that caused losses in household GRP achievement (e.g., designated estimated rating periods, seasonality, spot positions, etc.)]

 
2. Target conversion ratios
   a) Results confirmation (confirmation of target conversion ratios, comparison with competitors' target conversion ratios, etc.)
   b) Causal analysis (station allocation, confirmation of set time-zones, etc.)
3. Household costs per GRP
   a) Results confirmation (comparison between buying costs and market average costs ('SPI Index') which are provided by SPI)
   b) Considerations for appropriate costs
   
    

In order to improve target cost efficiency, improving performance in the above 3 areas is most effective. SPI has contributed to improving cost efficiencies for over 40 domestic and foreign companies over the past 10 years. In the cases of several brands, we were able to improve actual target communication efficiency by about 10%. But SPI continues to invest in R&D so as to provide clients with ever more effective, objective and feasible strategies.

Author: SPI

Please contact us with questions or for more detailed information.
spiindex@spi-consultants.net