In a recent case study Nielsen and Scarborough conducted with Entravision, a new and unique path into consumer’s collective wallets was blazed in an effort to increase ad revenue. The study didn’t simply rely on traditional key demos—such as age or gender—it followed the path to purchase in an effort to reach the best consumer.
By blending both the traditional viewing habits of consumers and their purchase behavior in automotive and retail categories, Entravision stations in Texas (KORO), Nevada (KREN) and California (KPMR) were not only able to reach viewers more effectively, but they reached shoppers and buyers as well. The result? The ad sales teams notched wins, increased their share of local TV ad dollars and, best of all, grew the stations’ revenue.
Some of the key insights include:
- More than 28 percent of KREN’s primetime audience will spend between $25K-$30K on their next vehicle.
- Luxury buyers who are willing to spend $45K on their next vehicle represent 7 percent of KREN’s primetime audience.