In Terms Of ROI: What Do We Know About Continuity Vs. Flighting? - Bill Harvey - MediaBizBloggers

The prior art on continuity vs flighting comes from John Philip Jones and Erwin Ephron who used IRI panel data to show that Recency is what really counts amp8211 the Ebbinghaus memory curve39s effect on ROI amp8211 reaching consumers just before shopping trips so they actually remember you at the moment of truth amp8211 psychologic term of art Priming driving up ROIIn order to maximize average Recency maintain continuity 52 weeks a year on TV Flights leave exposed long periods of shopping trips uncovered by TV so that all Recency effect is lost during those times The same dollars stretched thinner over more weeks nets higher average Recency Thus sayeth Erwin and John and we have all taken it to heartLeslie Wood39s work on ScanAmerica further quantified the importance of Recency showing that a brand could double or triple its quotPercent of Store Visits Capturedquot by having one to two commercials tuned with or without viewing by a household in the two days prior to the shopping tripErwin Ephron recently commented to me that TRA by helping brands generate more free purchaser target impressions by picking shows better was going to create a surplus of such impressions that could then be spread over more weeks allowing a brand to achieve 52 weeks where before it had too few true target impressions in its pool to spread over that many weeksThe latest TRA evidence again supports Recency in showing that a frequency of every other day 3xweek maximizes ROI for 4 out of the 5 brands included in that analysis With everyotherday TV presence in a household 52 weeks a year given that the highest possible percentage are ready buyers of the right sort the current ROIdriving segment amp8211 a brand will have maximized its media opportunity for highest ROIThis media component alone is said by Mars Inc to account for 2060 uplifts in TV ROI even before improvements in creative execution allocation are implementedMars Inc incidentally found more variation in Europe to the flighting vs continuity question determining different optimal approaches for different brands using single source However Mars commented quotDrip Works Best In Many Casesquot Drip of course being continuityThe weight of evidence suggests that each brand should test for itself because every brand is different but until you do the testing assume continuity is probably best The odds are that will be trueIf you say quotI can39t afford to be on the air 52 weeksquot you might want to test what that extra spend would achieve in terms of ROI Using TRA you can test the alternative 52week media plan in cable zones If the data accumulated to date are right you will have a higher TV ROI at 52 weeks than at fewer weeksThen again if Erwin is right you might just be able to afford 52 weeks anyway if you target purchasers by picking shows using single source such as TRA This can lift target impressions by substantial percentages taking some brands from 26 weeks to 52 weeks just by better media selection at no increase in budgetConsider 52 weeks on TVBill Harvey has spent over 35 years leading the way in the area of media research with special emphasis on the New Media Bill can be contacted at billtraglobalcomRead all Billamp8217s MediaBizBloggers commentaries at Bill Harvey MediaBizBloggers

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In Terms Of ROI: What Do We Know About Continuity Vs. Flighting? - Bill Harvey - MediaBizBloggers

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