Traditionally, advertisers and their agencies have selected broad buying targets based on age/gender demographics. Many have “upgraded” this process by utilizing attitudinal and self-reported information to try to get closer to finding the audience they really want. This process of creating surrogates in buying and planning media for television has started to change with the utilization of TRA’s patented Media TRAnalytics® business intelligence system.
As an example, when comparing female oriented Cable Networks that typically sell their inventory to the surrogate Women 25-54 traditional target to the composition of those same networks among actual buyers for three breakfast food categories – Cold Cereal; Toaster Pastries and Yogurt, there were some Networks with opportunities as well as likely wasted spend with regard to finding “The Right Audience™”.
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