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6 Ways To Measure Your TV Campaign Effectiveness With Zapr Daily

If you’re a brand or agency who regularly advertises on TV, we’ve got some good news for you. This festive season, we are providing you a solution that traditional TV viewership measurement systems can’t give.

Introducing, Zapr Daily – your daily dose of TV viewership data. 

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 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 spends.
  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? What was their state 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 analyse 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. 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.

  5. 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-prime time slots. You can even check for what ad frequency worked best for your brand’s ads at both channel and market level.

  6. 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 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.

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In the spirit of this festive season, we have special discounts for every Zapr Daily subscription until the end of this year!

So what are you waiting for? Subscribe already.

For more information...you know what? Just subscribe.

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

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