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How To Make The Best Use Of Real-time TV Data This Festive Season!

The festive season is the most awaited time of year for brands and advertisers. This year it’s closer to heart, considering the weak first half of 2020 due to Covid19. 

Although the lockdown had its adverse effects on ad revenues during the first half, it has created a surge in TV viewership over the last few months unlike ever before. Now with IPL and the festive season here together, we see brands and agencies advertising regularly on TV and everyone’s ad spends are on steroids. 

It now becomes more important than ever to keep track of how well your TV campaigns are performing as crores are being spent. And for this, you need reliable TV viewership data that is also real-time, so that you’re on top of things at all times. 

If you’re wondering where you can find your daily dose of TV viewership data and campaign analytics (highly accurate at that), the answer is right here.

We are providing you a solution that traditional TV viewership measurement systems can’t give:
Zapr Daily allows you to stay on top of the past, present, and future of your TV campaigns – in other words, get the insights you need to know before your campaign starts, while it airs live and after it's done. 

Here’s a list of things you can do by subscribing to Zapr Daily:

  1. Analyze if you’re advertising on the right set of channels and time-slots for maximum reach

    Get the top 50 most viewed channels of your TG within their specific markets. Compare its reach with that of your existing media plan. This will help you identify where you can get the most incremental reach, i.e., compare which channels are letting you reach more unique audiences, and which are not.

    Such an analysis will help you eliminate the channels that don’t give you high incremental reach. And you don’t even have to worry about losing the unique audiences of those channels. We can help you target them on digital, helping you save around 15% on your spending.
  2. Understand what, where and when exactly your target audiences watch TV to help pick the right ad spots

    By getting data on TV viewership preferences and habits of your TG, you’ll be able to answer questions like:

    - How long did they watch a particular channel or show at a certain time-slot?
    - What are the top channels and shows your TG watches on a weekday, as compared to the weekends?
    - Which part of the country did most of the viewers of a specific show live in? Which states they belong to, and which location class?

    Read how Swiggy made use of granular TV viewership data and measured its effectiveness specifically among its app users!
  3. Deep dive into location-wise data like never before to target precisely and measure effectively

    City and state-level TV viewership data is just the first layer. You can now get hyper-local data at a zone level, focusing on 8 metros relevant to your markets. You can even analyze viewership across socio-cultural regions.

    Doing a pre-campaign analysis at such levels will help you shape your upcoming campaigns to reach the right audiences, avoiding wastage of impressions. Read how Rebel Foods worked out the recipe for efficient TV media planning with insightful TV viewership data.
  4. Based on your analysis, create a new more effective TV media plan that is tailored for your target audience

    While brands have a wealth of data about their users based on online activity, there has always been a challenge in measuring the impact of offline campaigns among their user-base. Solving this also means creating TV plans that will be better suited for your target audiences.

    For example, Cars24 studied its TG’s TV viewership patterns and built the perfect media plan. So can you! With the dynamic nature of TV viewership trends, it helps to create changes to your TV plan on the go, which brings us to our next point.
  5. Measure how your campaigns are performing on the go

    Get data on how your live campaign is performing in near real-time! Now you can get data the very next day, instead of waiting for weeks. Be up-to-date with how many people have watched your ads so far, how many times have they watched it, how many times has it aired, etc.

    Checking how your campaign has been performing daily will help you ensure not to make the mistakes of yesterday (literally) if any. This will help you tweak your media plan on the go as you will now be aware of what is working and what is not.
  6. Look at how your campaigns performed through various lenses once it's over

    Done with a campaign? Now comes the moment of truth. Analyze your TV commercial performance at a brand, channel, and market level. Look at how many people it reached and how many times on a weekly or even daily basis.

    Compare its reach, average frequency, and impressions between weekdays vs. weekends, or even prime time vs. non-primetime slots. You can even check for what ad frequency worked best for your brand’s ads at both channel and market level.
  7. Conduct post-campaign brand lift surveys for timely feedback

    You can further measure how effective your campaigns are by analyzing brand awareness, brand recall, TV ad recall, ad message recall, purchase intent, etc. Here’s how PharmEasy went about this. They first identified those who watched your TV ads and run brand lift surveys on their phones and compared their responses with those who hadn’t similarly.

    With a post-campaign analysis, you can identify the optimal frequency of your TV ad exposure, assess the impact of your channels and ad spots, figure out the best performing creative, etc. This will help you get quick feedback for timely action.

With data at your fingertips, the possibilities are endless. In fact, we’ve recently launched a Daily TV News Viewership Report subscription, since news is one of the biggest genres watched on TV today. Major marketers and media folks are currently getting this data in their mailbox daily. 

You too can get aggregate genre level reach & TSV, time-slot data, city-level data, and more! If you haven't subscribed to our daily reports yet, click here

Want to explore more about Zapr Daily? Click on the GET IN TOUCH button on the top right corner of this page and we’ll be happy to help!

 

Sruthi Veer
Sruthi Veer
Content writer ( + guitar & pool player) at Zapr Media Labs.

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