ARF ARF ARF Adworks ARF Adworks Adworks Findings re TV ROI - PowerPoint PPT Presentation

ARF ARF ARF Adworks ARF Adworks Adworks Findings re TV ROI Adworks Findings re TV ROI Findings re TV ROI Findings re TV ROI Dispersed schedules outsell schedules concentrated in one daypart Optimal Allocation % GRPs Sales Per Impression Index 14 150 Syndication and Spot 111 100 89 50 Sales Per 0 0 31 31 Impression Index Impression Index Cable All Dayparts Optimal Allocation % Daytime Broadcast GRPs 31 Network Prime Broadcast 24 (About half the dollars) Network 0 10 20 30 40 Based on CPG brands – over 400 Behaviorscan Tests

Broadcast Broadcast Broadcast- Broadcast- -Dominant Buys Delivered -Dominant Buys Delivered Dominant Buys Delivered Dominant Buys Delivered ROI 3X Greater ROI 3X Greater ROI ROI 3X Greater than Cable 3X Greater than Cable than Cable- than Cable- -Dominant Buys -Dominant Buys Dominant Buys Dominant Buys Average Multivariate ROI (National) $0.99 $0.32 Broadcast-Dominant Buys Cable-Dominant Buys Source: TRA; eight multivariate studies conducted between 2008 and 2011.

Comparison of ROI of Eight Brands: Heavy Comparison of ROI of Eight Brands: Heavy Comparison of ROI of Eight Brands: Heavy Comparison of ROI of Eight Brands: Heavy Broadcast v. Heavy Cable Schedules Broadcast v. Heavy Cable Schedules Broadcast v. Heavy Cable Schedules Broadcast v. Heavy Cable Schedules Brands That Use More Broadcast Achieve Higher ROIs % Broadcast % Cable ROI Food Brand 55.5 45.5 1.49 Food Brand Food Brand 57.9 57.9 42.1 42.1 0.87 0.87 Beverage Brand 56.2 43.8 1.10 Beverage Brand 95.8 4.2 0.49 Personal Care Brand 38.8 61.2 0.31 Personal Care Brand 32.5 67.5 0.31 Personal Care Brand 30.5 69.5 0.17 Household Brand 43.2 56.8 0.47 Source: TRA; eight multivariate studies conducted between 2008 and 2011.

Primetime ROI was higher for the Primetime ROI was higher for the brands tested so far brands tested so far However, we see a lot of variance in ROI scores across brands Brand 1 Brand 2 Brand 3 ROI Index ROI Index ROI Index 112 109 119 119 100 100 100 100 92 100 49 46 TV Primetime A/O Dayparts TV Primetime A/O Dayparts TV Primetime A/O Dayparts* Confidence level = 95% Confidence Level = 95% Confidence level = 98% Source: TRA, Inc. Custom Analytics *A.O Dayparts confidence level = 70%