The State of Social Media
Pursuit Channel, an outdoor enthusiast network learned that a major ad agency was not planning to include them in a nationally ranked mid-sized truck ad buy. Pursuit then reached out to Comscore for help with leveraging Comscore TV data to make the case to be included in the buy.
The agency’s rationale was that buying competing Channel B, which has the larger audience, satisfied their need.
To secure a portion of the buy, Pursuit leveraged its subscription to Comscore TV's national reporting and advanced automotive data to demonstrate that:
Pursuit will deliver an incremental audience of engaged mid-sized truck buying intenders
Pursuit's content is sticky with this audience, and retains audience engagement even during commercials.
Pursuit viewers are a strong target for the mid-sized truck category.
Pursuit demonstrated that it delivers an incremental audience of outdoor enthusiast viewers who have a higher index of intent to buy both new and used pickups/SUVs compared to Channel B viewers. Comscore TV data also shows that the Pursuit viewers do not drop off while watching top telecasts, which signifies that an engaged audiences watches their ads.
Comscore automotive Advanced Audiences data, paired with Comscore TV viewing information won over the major agency, and Pursuit won a part of the ad buy. Additionally, Pursuit demonstrated that its channel delivers a significant level of incremental viewing households. Only 14% of Pursuit viewers also watched Channel B in July 2021.
Intent to buyPursuit's viewers demonstrate a higher index of intent to buy new pickups and SUVs compared to Channel B viewers.
Continuous audience engagementPursuit’s most watched telecasts in Q3 2021 show continuous audience engagement, which is ideal for any potential advertisers.