Case Study: Confectionery Company achieves +29% TRPs with IRI TV Planning

Confectionery Company - Customer Case Study

Confectionery Company worked with IRI to improve the efficiency of its television media buys and reach the audiences most likely to purchase its brand. Using IRI TV Planning and ProScores®, the company needed a better way to identify high-value viewers by network, program, and daypart.

IRI used ProScores and its planning process to pinpoint the best audiences, shift spending to stronger networks and dayparts, and add long-tail networks to the media plan. The result was a 29% increase in target rating points, delivering a $1.8 million gain in TRPs for the brand.