SkyView Effectiveness

TNS have now carried out a number of TV ad effectiveness studies using the SkyView dataset.  Sectors covered by these studies range from  breakfast cereals to yoghurt to shampoo.  The technique used in these effectiveness studies examines the following:

• How did the sales response compare to other fmcg brands? Benchmark of success
  
  
• Was there synergy with in-store promotional activity which runs concurrently with advertising?
  
  
• How many times did the ads need to be seen to generate a response, what is the most effective frequency?
  
  
• Does the sales effect continue beyond the advertised period amongst responders?
  
  
• How does the effect vary according to how recently the advertisement has been seen? The short-term uplift for 7, 14, 21 and 28 day advertising windows will be examined
  
  
• Who responds to the advertising
  
  
• How many households?
  
  
• Are they new to the brand, or are the same people buying more?
  
  
• Who are they? - examines demographics, lifestyles/attitudes, viewing and purchasing behaviour to help improve future targeting
  
  
• Where do they shop?