In September of 2010 E! premiered a new talk show Fashion Police where Joan Rivers and other judges discuss the do's and don'ts of celebrity fashion. Joan Rivers is known for her brash manner, raspy New York accent and her countless cosmetic surgeries. With her newfound popularity, WEtv decided to green-light their new reality show Joan and Melissa: Joan Knows Best in January of 2011 with hopes to benefit from her success. Since Joan is the focal point for both programs, are viewers of both shows purchasing the same products?
In this case, only Hair Gel purchasers ranked in the top ten for both Fashion Policeand Joan & Melissa. However, personal hygiene and household product categories (ie: Skin Care, Hand & Body Lotion, Laundry Detergent) all had high indices. By using TRA's Media TRAnalytics®, advertisers are able to see what viewers of both programs have been purchasing so they know if it is the right place for their clients to buy ad space. This allows them to make sure they are reaching their intended target groups while showing how to restructure their media plans to reduce wasteful spending.
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