Chart - Inefficiencies Of Demographic Targeting Of TV Ads

Demo-based media plans are inefficient in reaching the consumers who are most valuable to brands, according to a Catalina study released in July 2012, which examined 10 leading CPG food brands that spent more than $415 on measured TV media in 2011. Despite heavy category buyers being worth almost 5 times more to a brand than the average consumer (with an index score of 483), these buyers received TV ad exposures at almost the same rate as the average household (103). Indeed, consumers who were deemed to have just 8% of the average household consumer’s brand value (non or one-time category buyers) received 95% as many brand exposures as the average household. Read the rest at MarketingCharts.