Situation
Cooper-Smith serves as the media agency for a national telecommunications company whose service area covers a somewhat fragmented geographic footprint. Detailed, highly segmented market data and insight is essential for the agency to effectively and efficiently invest client resources in media.
For years, Nielsen has been a respected information and measurement resource for marketing agencies, providing market research and data about what people watch, listen to and buy. Of the 210 television DMAs measured by Nielson, several of them include multiple and distinct metro areas spread over a large geographic area. For example; Flint-Saginaw-Bay City, Waco-Temple-Bryan, Grand Rapids-Kalamazoo-Battle Creek are multi-city DMAs.
Develop an intricate, custom plan to efficiently target the service area with mass media (TV) with minimal waste.
Challenge
Cooper-Smith serves as the media agency for a national telecommunications company whose service area covers a somewhat fragmented geographic footprint. Detailed, highly segmented market data and insight is essential for the agency to effectively and efficiently invest client resources in media. For years, Nielsen has been a respected information and measurement resource for marketing agencies, providing market research and data about what people watch, listen to and buy. Of the 210 television DMAs measured by Nielson, several of them include multiple and distinct metro areas spread over a large geographic area. For example; Flint-Saginaw-Bay City, Waco-Temple-Bryan, Grand Rapids-Kalamazoo-Battle Creek are multi-city DMAs.
Strategy
Cooper-Smith was an early adopter of Rentrak/comScore TV ratings. ComScore TV uses set top data from cable companies in each DMA to measure ratings. As a result, their sample size is substantially larger than Nielsen and they are able to offer additional insights not available elsewhere. One of the features available to users of comScore TV is heat maps. It is a tool that highlights the areas of highest viewership within a DMA for each station and time period.
Working with the client, Cooper-Smith identified five test markets, including Grand Rapids-Kalamazoo, where call volume was lagging behind the other markets that they served. Our Media Intelligence team (strategy and planning) pulled comScore TV Heat maps for every station and daypart in these 5 DMAs. The maps were then compared to the client’s service areas and recommendations were made as to what stations and dayparts would be the most targeted and effective.
Execution
Cooper-Smith serves as the media agency for a national telecommunications company whose service area covers a somewhat fragmented geographic footprint. Detailed, highly segmented market data and insight is essential for the agency to effectively and efficiently invest client resources in media. For years, Nielsen has been a respected information and measurement resource for marketing agencies, providing market research and data about what people watch, listen to and buy. Of the 210 television DMAs measured by Nielson, several of them include multiple and distinct metro areas spread over a large geographic area. For example; Flint-Saginaw-Bay City, Waco-Temple-Bryan, Grand Rapids-Kalamazoo-Battle Creek are multi-city DMAs.
Results
Over a 4-week period, the five test markets saw an increase in call volume over the previous four weeks that was 58% higher than the markets in which no shifts had been made (147% vs. 89%). The decision was made to apply the heat map analysis to all DMAs and adjust TV buys accordingly. The comScore heat map technology provided our team with the granular information needed to be successful. But the strategy, execution and analysis of the data required the experienced, dedicated and analytical team at Cooper-Smith.