How Special K Started a Data-Focused Trend for Kellogg at the Upfronts
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Don’t expect to see many ads for Rice Krispies while watching “Grey’s Anatomy” anymore. Data shows the ABC doctor drama doesn’t perform well when it comes to coaxing its largely female audience — typically the primary target for the Kellogg’s cereal — to buy the crackly breakfast food.
It’s just one change Starcom is making to Kellogg’s TV planning this upfront season. The media agency has been using shopper purchase data from Nielsen Catalina Solutions to build TV audience targets for all Kellogg’s brands following a trial run with Special K products last year. They call it “buyer-graphics,” a play on traditional demographics and psychographics.
“Now we’re going to the upfront for the 2015-2016 season; what we’re actually looking to do is have it impact the buy itself,” said Robert Davis, executive VP, director at Starcom. “These shows or these networks will or will not make the buy based on the data,” he said.
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