How You Can Use Performance Benchmarks and Audience Measurement to Reallocate TV Dollars

On the whole, television viewing is up during COVID-19. But viewing has shifted massively, so the decision to run campaigns, becomes more arduous. Let’s say you work for a brand that believes now is a great time to be on TV. Given the current state of things, it’s more important than ever that you receive a return on that investment.

To do that, first find where your segments are now. iSpot is able to match viewers that watched NCAA basketball, NBA or NHL games, and even drill down on age demographics. You can also match your specific customer segments in the iSpot dashboard, and use the predictive analytics tool to find where your specific segments can be found.

Once you know where the audiences are now, it’s also important to understand what channels are most likely to drive a business result (of course). For this, you can take advantage of the business outcome benchmarks established over the last 18 months across 17 different industries. The data ties together the billions of ad impressions and millions of actions that happen as a result to establish performance norms based on incremental lift or conversion rates. This is the same information networks and brands are using for performance-based guarantees and optimizations. 

Put simply, using iSpot’s Lift Ratings*, brands can contextualize the networks providing specific industries with the best bang for their buck on TV. For instance, during the 2019 NCAA Men’s Basketball tournament, the top three industries by spend were automakers (est. $155 million), insurance (est. $99.1 million) and wireless carriers (est. $78.1 million). Here are some of the non sports-focused networks where these three categories received above-average lift during December, January and February: 

TV Advertising Business Outcomes Without Sports

If this interests you and you’d like to get a better sense of benchmarks for your industry, check with your customer success representative or shoot us an email, we’re happy to assist.

*The iSpot Lift Rating measures the causal impact of TV advertising on key performance indicators (KPIs); put simply, it reflects new business driven by TV ad placements.

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