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Linking Brand Targets to Consumer Behavior and Media Usage
To help marketers better understand and leverage the value of their television and other media investment, Spectra Media Solutions provide analyses and media solutions that link brand targets to consumer behavior and media usage. Spectra Consumer Centric Target Ratings (CCTRs) provide more precision in targeting, media mix and program selection decisions, and drive ROI in ways that can be measured and quantified.
CCTR ratings for a brand’s consumer target are developed through the integration of consumer panel and other behavioral data along with media usage data within Spectra BehaviorScape® and data integration platform. CCTR analyses can be developed for both national television and magazine plans and buys. CCTR ratings for a brand’s consumer target are used to analyze individual programs and optimize total schedule performance. The result is more improved schedule effectiveness and measurable ROI.
Features and Benefits
Consumer Centric Target Ratings (CCTRs) help you: :
- In media planning: More precise targeting, as well as media mix, daypart mix, and other strategic decisions.
- In media buying: Pinpoint the best fit in selection of networks, programs and magazines.
- In media scheduling and allocation decisions: optimize schedule effectiveness on brand targets and on-going schedule management.
- Performance Analysis: Measure Effectiveness and Evaluate ROI
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