Nielsen Catalina Solutions proved the effectiveness of a TV Heavy-Up Campaign that generated a 21% higher incremental sales lift among households exposed at a higher frequency.
Client and NCS collaborated to understand a first half of year advertising campaign to better inform their TV media buy for the second half of the year.
A decomposition of the retail sales lift was provided to demonstrate that frequency was the principal driver of the incremental retail sales lift achieved.
- Frequency: 60% of all households were reached more than 5 times (heavy-up group)
- Delivery: 1,100 HH GRPs
- Reach: 79% of all TV households