Reach More Heavy Swing Purchasers and Increase Sales - DailyTRA

Many people are familiar with the term “swing voters” – those voters who are undecided about which candidate to vote for, and at whom political advertising messages are often directed in the hopes of securing their vote. Swing voters aren’t confined to politics; consumers vote with their wallets and pocketbooks every day, and savvy advertisers regularly try to woo those consumers who are undecided about whether to spend their dollars on Brand A, B or C in any given category.

Enter TRA, creators of the concept of “Heavy Swing Purchaser” (HSP) and providers of the data to help advertisers reach these valuable targets. HSPs are households that are in the top spending quartile for a product category, but that spend less than 25% of their dollars on a specific brand. TRA analyses have proven across many categories and brands that HSPs are more likely to be influenced by advertising, since they aren’t loyal to any one brand – making them the brand’s unique ROI producing audience on television.

Dr. Pepper has an opportunity to reach more of its Heavy Swing Purchasers by considering a change in its investment on ABC Family network – thereby increasing the return on this investment. ABC Family delivered 8% of Dr. Pepper’s Heavy Swing Purchasers in 2010, but received less than 1% of Dr. Pepper’s advertising dollars. A budget reallocation might be just what the doctor ordered!

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