Case study
Fast, Efficient Promotion Test with PromoPi
Client/Situation
A major television network often created several promotional spots which they would considering using to market one of their programs. These spots were produced quickly and without enough time to conduct traditional ad evaluations.
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
Using an initial clutter reel followed by a monadic exposure, the client’s and competitors’ spots were evaluated by respondents. We compared each spot to our proprietary model, evaluating how various elements drive viewership, and also tested each spot within genre, against Phoenix MI’s normative database on many key measures. Creating a standardized scorecard report allowed for an 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 which had potential, but exhibited some weaknesses. The client then made the necessary modifications to improve performance.
More importantly, our client was able to maximize their advertising spend for this program.