Heavy Swing Purchasers

ROI of all TV programs used by brand vs. programs used by brand that skew to Heavy Swing Purchasers

Programs used by brand that skew to HSPs

Source: TRA Single Source Los Angeles: May 2008-October 2008
Sample size: Total Static Brand Purchasers (6 months): Bev Brand A – 17,235 Bev Brand B – 24,229
Bev Brand C – 1,147
Model Controls for Price, Promotions, Seasonality and Trend
( ) Significance level

ROI of all TV programs used by brand vs. programs used by brand that skew to Heavy Swing Purchasers

Average percent lift in ROI due to HSP = 185.64% across first 5 cases

Source: TRA Single Source Los Angeles: May 2008-October 2008
Sample size: Total Static Brand Purchasers (6 months): Food Brand D – 5,433 Brand E – 6,556
Model Controls for Price, Promotions, Seasonality and Trend
( ) Significance level

Heavy Swing Purchasers Account for Over 80% of Incremental Sales Effect of TV Advertising

HSP Percentage of total incremental sales revenue based on brand purchase increasers in post period as compared with pre period among those exposed to brand TV advertising.

heavy swing purchasers brandsIncremental sales increase from HSPs

Source: TRA Single Source Los Angeles May 5 – May 12, 2008
Sample size: Total = 62,262; Heavy Swing Beverage Brand A and B=8,414; Heavy Swing RTE Cereal purchasers=7,308; ; Heavy Swing
Shampoo Brand C purchasers=751; Heavy Swing Shampoo Brand D purchasers=223; Heavy Swing Beverage Brand E=7,036

Maxwell House Analysis Key Findings

  • Television contributes 1.5% of the Maxwell House Volume with an ROI of $1.10
  • Of the 5 Purchaser Segments analyzed, AVC (Core) (34.8% of Vol) and LVC (31.3% of Vol) were the largest volume contributors
  • However, Switchers generated the highest Television ROI at $1.77 for every $1.00 spent
  • Maxwell House can likely improve its Television Effectiveness by advertising in television environments that are rich in concentration of the Switcher Target – MediaVest will take costs into account
    – 35% of Maxwell House media spend during this time period was allocated to Networks with a low concentration of the Switcher Target

Source: TRA National 1/2009 – 6/2010
Sample size: Total Static Brand Purchasers (18 months): Maxwell House – 8,120