Nielsen Catalina Study Shows the 'Right' Buyer May Be Fickle
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A growing number of TV buys are tailored by using loyalty-card or other databases to target people based on what categories they actually buy rather than demographics. But research from Nielsen Catalina Solutions, Starcom MediaVest Group and Coca-Cola Co. suggests going beyond category buyers to target a narrower group of likely brand buyers can produce far better results.
In research released June 15 at the Advertising Research Foundation’s Audience Measurement 2015 conference in New York, NCS and SMG outlined a complex method for targeting those likely brand buyers that could produce significantly greater sales lift at a lower cost than just aiming for category buyers.
Coca-Cola’s Simply Orange brand participated in the study, which was also sponsored in part by CBS. Nielsen Catalina brought in a dozen other packaged-goods brands to round out the analysis.
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