communications Case Study
Fast, Efficient Promotion Test with PromoPi
The Client's Situation
Our client, a major television network, often created several promotional spots which they would consider using to market one of their programs. These spots were produced quickly and without enough time to conduct traditional ad evaluations.
The Challenge
Our client wanted a strong, quantitative understanding of the drivers behind each spot, how well each would draw viewers to their program, and how well each would deliver increased program engagement. And they needed the information fast.
Approach + Solution
Working with the client to understand their needs and timing, Phoenix MI employed PromoPi, based on our longstanding Ad Testing methodology. We compared each spot to our proprietary model, evaluating how various elements drive viewership, and also tested each spot within the genre, against Phoenix MI’s normative database on many key measures. Creating a standardized scorecard report allowed for efficient communication of key metrics for each spot.
Results
Phoenix MI’s PromoPi identifies the promotion which best delivers on those attributes key to driving increased viewership and program engagement.
In this case, we determined the best promotion and also identified certain spots that had potential but exhibited some weaknesses.
