Understanding the Audience Impact of TV Advertising

Global Drinks Brand

A global drinks brand asked us to help measure the success of a new product launch in three South American markets.  We correlated the TV advertising campaign transmission dates with social media response across YouTube, Facebook and Twitter – showing which TV slots generated engagement and which social channels were more effective in driving both visibility and customer interaction.  A key part of this campaign was to test and compare key message penetration over the three-month evaluation period.  With regular reporting, the marketing team managed to adapt its execution ‘in-flight’ to divert budget and attention to those channels creating the most buzz.

Group of friends raising drinks glasses