Case Study: Large CPG Manufacturing Company boosts TV ad targeting effectiveness with IRI

Large CPG Manufacturing Comapny - Customer Case Study

A large CPG Manufacturing Comapny worked with IRI to improve the performance of its TV advertising for a key brand. The customer lacked the data and insight needed to understand purchase propensity within target segments or what its audience was actually watching, creating a “black box” that made it difficult to optimize TV spend.

IRI used its ProScores™ tool, combining purchase and demographic data to predict household spend and evaluate ad effectiveness across networks and dayparts for both brand loyalists and a new untapped segment. Based on this analysis, IRI recommended reallocating GRPs toward better-performing networks/dayparts, including 33% for loyalists and 27% for the new segment, resulting in an 8% increase in targeting effectiveness while maintaining the same spend.