Which Top Rated Cable Programs are Soaking up Paper Towel Buyers? - DailyTRA - MediaBizBloggers
In the Paper Towel category, the messages are about how absorbent and strong each towel claims to be. Similarly in television media, each network claims “absorbency” of the largest audience for its programs among various age/gender demographics using traditional ratings.
In the graph below, the top 10 most “absorbent” programs (highest rated for the week of July 26th through August 1st, 2010) are listed...but, not all rating points are created equally when you factor in the real strength of any program by whether or not it has The Right Audience™ based on consumer purchases. We see here that MTV’s Jersey Shore and TNT’s The Closer are both absorbent and strong as they deliver both high ratings and a 72% and 39% stronger audience respectively for Paper Towel heavy purchasers.
Using consumer purchase behavior to increase the strength of your media plans will help you absorb more of the consumer’s dollars in the category!
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