Buying patterns, not demographics, are key to success of TV spots

05/27/2010 | Advertising Age (tiered subscription model)

All that attention to targeting TV viewers by demographic may be for naught, according to TRA, which studied set-top box data and compared it with loyalty-card spending details. "TV's major sales effect tends to be among people who are heavy purchasers in your categories and occasional purchasers of your brand," TRA's Bill Harvey said, also noting that prime-time ads do in fact have superior returns.

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