While parents of newborns, infants and toddlers may feel like there is an eternity of diaper changes before potty training, there's really only a short window of a few years when a household has a need for disposable diapers until the youngest child has outgrown that stage. Therefore, diapers brand advertisers would be wise to only advertise to households that have a need for these products, and not waste dollars on households that have no babies, or whose babies have already learned to use the potty, and will not respond to an ad for a diapers brand.
Among the top 10 broadcast programs for the week of September 19th, 2011, only one program had a high composition of heavy diapers purchasers. The NFL Football Steelers vs. Colts game attracted a family audience with young children in diapers. Several of the top 10 programs have very low composition of diaper-purchasing households, including CBS's Unforgettable, NCIS, and NCIS: Los Angeles, and would therefore not be a good place to advertise diapers.
Advertisers wanting to know which programs are best for advertising their products are turning to TRA's patented Media TRAnalytics® to learn what their purchasers are watching. Advertisers wondering where their dollars would be best spent for diapers ads now know it is not on the top rated broadcast programs. Reallocating advertiser's money to the best television audience programs will help maximize the return on media investment.