Incremental Reach: TV + Online
Fusing BARB and UKOM data to improve cross-media planning
This article looks at the actual UK advertising spend of a well-known fast moving consumer goods (FMCG) food brand to illustrate how well Television and Internet advertising can work together when it comes to extending the number of consumers that an advertising campaign reaches.
Nielsen selected an actual ad campaign where the advertiser allocated the entire budget solely to TV. Using a “fusion on the fly” approach that joins BARB TV currency data with UKOM online currency data, we then analysed what would happen if that advertiser decided to extend the TV campaign versus the outcome if that extra spend was allocated to the Internet instead.
This fusion approach determines how many people would be exposed to each media, how many would be exposed to both media and how many to neither. Thus, the outcome of the extra spend can be measured in terms of the additional number of consumers reached (also known as “incremental” reach or “lift”) and the change in the average number of times consumers were exposed to the ad (a.k.a. “frequency”).