print Precision™ combines audience viewing behavior analysis from Kantar Media with Kantar Shopcom purchase data to assess the role media plays in Hispanic consumer CPG purchase activity
New York, NY, March 12, 2013 — MEC Bravo, MEC’s Hispanic media company, is launching Precision™, a tool that enables marketers to assess media influence on the purchase pathway of Hispanic consumers and optimize their campaigns for success.
Precision™ combines Kantar Media Audience’s Return Path Data (RPD) services, which provide second-by-second analysis of TV viewing behavior, with consumer shopping data from Kantar Shopcom. Together, these capabilities allow MEC Bravo to create accurate effectiveness and engagement models determining the impact Hispanic advertising has on CPG sales.
The tool assesses the influence that exposure to a branded media message has on Hispanic viewers - as determined by viewing habits - through a variety of metrics, including penetration, dollar buying rate, purchase frequency, dollars spent per trip and units per trip. For example, an initial study found that Hispanics exposed to a specific media campaign spent 18% more on the product compared to non-Hispanics exposed to the same campaign.
Gonzalo del Fa, Managing Director of MEC Bravo commented, “This is a revolutionary tool for the Hispanic market. It’s been a challenge for all of us in the industry to accurately identify Hispanic consumers and understand their purchase activity. With this new tool, that won’t be a problem anymore. By offering valuable and comprehensive insights on the role that media plays in the purchase pathway, this tool will allow us to target Hispanic audiences in a more impactful and addressable way. And this will be invaluable to our clients.”
Precision™ is the first product to emerge from an ongoing effort between Kantar Media and GroupM, the leading global media investment management operation of which MEC is a founding partner. The initiative looks to integrate second-by-second audience viewing data from Kantar Media with other data sets to better define consumer behavior from media consumption through to product usage.
“Kantar Media’s Return Path Data service offers incredibly rich insights into television viewing behavior by hundreds of thousands of households,” states Bud Breheney, Chief Commercial Officer at Kantar Media Audiences North America. “The combination of our RPD data with MEC Bravo’s Hispanic expertise and Kantar Shopcom’s shopping behavior analysis provides marketers with unprecedented levels of information on their campaigns.”
“Personally, I was very impressed with the level of detail you were able to achieve with Precision™,” adds Don Wood, Brand Manager at Campbell’s Beverages. “And by that I mean not only the metrics themselves, but also the confidence around whether consumers were exposed to the advertising and their acculturation levels. In an area that is hard to measure, Precision™ offers a tool that can bolster confidence in the business impact of Hispanic communications.”
About MEC
MEC help their clients explore what’s possible, inspiring and guiding them to the optimum solution for their brands. Then they exploit it, delivering maximum value to them. Their services include: Media planning and buying ~ Digital media ~ Mobile ~ Search ~ Performance marketing ~ Social media ~ Analytics and Insight ~ Sport, Entertainment & Cause ~ Multi-cultural ~ Content ~ Retail ~ Integrated Planning.
Their 4,500 highly talented and motivated people work with domestic and international clients in 84 countries and are a founding partner of GroupM.
To find out more, visit us at www.mecglobal.com.
About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries. www.KantarMediaNA.com