Provide a layered and innovative approach to planning and buying TV. Complement Network TV coverage to promote family friendly atmosphere across 436 locations.
Research indicated that women make the decision to purchase. There are 11 million Women 25-49 inside 5 mile radius around 436 locations, compared to 97 million Women 25-49 across the entire US.
Choose cable systems that target areas. Apply Scarborough local data to the programming options on cable systems located within 5 mile radius.
Only 12% of the national campaign reached potential target audience inside the target area (5-mile radius).
Recapture 88% of wasted impressions outside of target area, increase media weight within geography and among W24-49. Cable was chosen to broaden reach, increase frequency and efficiency.
A national view of 436 locations can be handlied as easily as three. Locations can be grouped by franchise, region, state, zip code or address.
Sales data applied by DMA shows higher indexing DMAs in red. Tremendous waste of budget at the DMA levels.
Franchise w/ Multiple Locations
Create Custom Geo-Target
Pinpoint the Correct Systems
Reduces Waste of the Whole DMA
Traditional 2 Full DMAs