ARF ARF ARF Adworks ARF Adworks Adworks Findings re TV ROI - - PowerPoint PPT Presentation

ARF ARF Adworks Adworks Findings re TV ROI Findings re TV ROI ARF ARF Adworks Adworks Findings re TV ROI Findings re TV ROI

50 100 150

Sales Per Impression Index

Sales Per Impression Index

111 89

Dispersed schedules outsell schedules concentrated in one daypart

Syndication and Spot

Optimal Allocation % GRPs

14 31

Impression Index 10 20 30 40 Prime Broadcast Network Daytime Broadcast Network Cable All Dayparts Optimal Allocation % GRPs

31 31 24 (About half the dollars)

Based on CPG brands – over 400 Behaviorscan Tests

Broadcast Broadcast-

• Dominant Buys Delivered

Dominant Buys Delivered ROI ROI 3X Greater 3X Greater than Cable than Cable-

• Dominant Buys

Dominant Buys Broadcast Broadcast-

• Dominant Buys Delivered

Dominant Buys Delivered ROI ROI 3X Greater 3X Greater than Cable than Cable-

• Dominant Buys

Dominant Buys

$0.99

Average Multivariate ROI (National)

$0.32 Broadcast-Dominant Buys Cable-Dominant Buys

Source: TRA; eight multivariate studies conducted between 2008 and 2011.

Comparison of ROI of Eight Brands: Heavy Comparison of ROI of Eight Brands: Heavy Broadcast v. Heavy Cable Schedules Broadcast v. Heavy Cable Schedules Comparison of ROI of Eight Brands: Heavy Comparison of ROI of Eight Brands: Heavy Broadcast v. Heavy Cable Schedules Broadcast v. Heavy Cable Schedules

% Broadcast % Cable ROI Food Brand 55.5 45.5 1.49 Food Brand 57.9 42.1 0.87

Brands That Use More Broadcast Achieve Higher ROIs

Food Brand 57.9 42.1 0.87 Beverage Brand 56.2 43.8 1.10 Beverage Brand 95.8 4.2 0.49 Personal Care Brand 38.8 61.2 0.31 Personal Care Brand 32.5 67.5 0.31 Personal Care Brand 30.5 69.5 0.17 Household Brand 43.2 56.8 0.47

Source: TRA; eight multivariate studies conducted between 2008 and 2011.

Primetime ROI was higher for the brands tested so far Primetime ROI was higher for the brands tested so far

100 112

ROI Index

100 109

ROI Index

119

ROI Index

Brand 1 Brand 2 Brand 3

However, we see a lot of variance in ROI scores across brands

100 92

TV Primetime A/O Dayparts

100 49

TV Primetime A/O Dayparts

100 119 46

TV Primetime A/O Dayparts*

Confidence level = 95% Source: TRA, Inc. Custom Analytics Confidence Level = 95% Confidence level = 98% *A.O Dayparts confidence level = 70%