This presentation reports on early, but very promising, research results toward an innovative media selection factor. Media Ad Xponent(SM) isolates a program's contribution to a commercial's ability to motivate incremental brand sales, above and beyond its ability to deliver recent category purchasers. This new learning evidences the economic value of single source data and supports our belief that it will soon return to the marketplace.
Understanding and measuring advertising and buyer loyalty have both been on marketers' agendas for many decades. However, the act of bringing the two agendas together has been limited due to the data requirements associated with doing so appropriately. While Project Apollo has ceased, it has left behind an incredibly valuable pure single source data set that allows us to explore individual's loyalty and buying behaviour in relation to advertising exposure within different windows. We demonstrate a new approach to analysis, which focuses on a key parameter (Phi) from the Beta Binomial Distribution, which can be used to better understand the relationship between advertising and purchase probabilities (a measure of Latent Loyalty). The new approach demonstrates that we have much to learn about advertising and that such data is incredibly powerful in terms of its ability to measure relationships that we could only guess at before this Single Source data was available.
PPM commercial audience estimates offer insight about consumers' avoidance of tv commercials. Total commercial avoidance, an average 7%, is composed of nearly six- tenths channel switching and four-tenths due to other 'interruptions'. Program content appears to be the strongest predictor of avoidance. Gender and age exacerbate commercial avoidance with men, teens, and younger adults showing above-average churn. There is also variation in the relationship of exact, commercial-minute audience levels to average-minute audience. High-churn formats produce lower indices with even lower levels for men. In other words, there is potential for bias against particular media formats and particular targets in today's currency-based 'proxy' measures of commercial audience -- average minute and AQH. PPM and Apollo estimates would help identify sources of bias and alternatives going forward. These results represent progress toward quantifying the mechanics of commercial avoidance for buyers and sellers. They also demonstrate the value of PPM's near-passive, direct, and precise capture of persons'-level media exposure.