State of Digital UK 2023
A local furniture store and its agency were relying on outdated and unreliable forms of measurement to place ads—and not having much success. WIS-TV showed the advertiser the power of Comscore for measuring programs and ads for optimal results.
WIS-TV educated the client on the power of Comscore’s massive, stable measurement to sell a winning plan.
WIS-TV first sold the client on Comscore’s massive television dataset—1 out of every 2 households in the Columbia market, versus a fraction of that with the competitor’s measurement methodology.
Because the client had a cable-heavy media plan, WIS-TV helped explain the importance of measurement data from the dominant MVPD in the market to ensure accuracy in planning and buying, and helped the client discover the cable-heavy plan wasn’t working.
WIS-TV showed the client how their station could reach the furniture store’s target audiences and explained the value of targeting capabilities that surpass age/gender demos into advanced audiences and “households with” demos.
Ad spend won over from cable