Can The Office Staff Sell More Than Paper - DailyTRA

On NBC’s The Office following the goings-on at paper company Dunder-Mifflin often means getting in the car with a few of the hit show’s characters as they head to a client meeting or a conference or party.  Regardless of what kinds of cars these fictional characters drive, auto advertisers might be more interested in what kinds of cars the program’s viewers prefer.

Fortunately, TRA’s Media TRAnalytics® can help, going beyond Plain Old Ordinary Rating Points to provide targeting insights to help improve an advertiser’s ROI. Foreign car manufacturers, for example, might be interested to know that households that own some foreign cars – namely, Volkswagens, Subarus or BMWs – view The Office in greater numbers.  The Office’s rating among Volkswagen owners is 64% higher than the programs overall rating (index of 164); Subaru owners index at 136 and BMW at 127.

On the flip side, Toyota owner’s rating for The Office is 13% lower than the shows overall HH rating, with an 87 index. Nissan indexed at 90 and Lincoln-Mercury at 91. Could an ad campaign that included owners of competitive brands help boost sales for these manufacturers? Fortunately, Season 8 of The Office begins soon; savvy marketers, take note.

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