Case Study

December 19th, 2011

Polarity

Goal:

To reach men and build brand awareness by running in the highest rated programs.

ACE SCORE

  • Men: 370 (Norm430).
  • Women: 436

Results:

  • The ad was a montage intended to convey a home’s financial, architectural, and emotional connection.
  • Although its Ace Score was above norm, demographic splits revealed a polarity between men and women.

Opportunity:

  • Not only was the sports network programming expensive, there was also a risk of negative impact based on the target media weight.
  • The advertiser was able to make a very fast decision; they pulled it from the sports network and replaced it with an ad they had already run – an ad they knew had generated high Ace Scores among men.
  • They were able to quickly identify a problem, salvage their expensive media buy, and redirect the women-appealing ad into programming that skewed more to women.

AD TITLE

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BRAND

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AIR DATE

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ACE SCORE

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