CBS has unveiled a new approach to television advertising buying in which demographics such as age and sex don’t matter, reports Advertising Age.
CBS Chief Research Officer David Poltrack announced the model at the Advertising Research Foundation’s Re:Think 2011 conference Tuesday in New York, noting that data shows that using demographics to target commercials is "essentially invalid," the story says.
CBS plans to make the data and analytics available to all Nielsen clients, including CBS competitors, the story notes.
The study included data from Nielsen Catalina Solutions, which combines Nielsen’s TV, set-top box, consumer and online panels along with Catalina Marketing’s shopper loyalty-card purchase data, the story says. Data from 15 out of Catalina’s 20 categories in areas such as health and beauty and food products found that there is "no link, none," between the age of the targeted group of a campaign and the sales produced by the campaign, Poltrack said.
Instead, CBS and Nielsen’s Cambridge Group created six segments of consumers that could improve delivery of gross ratings points of heavy category users or other target audiences by 20% or more, the story says. Those categories include "TV companions," people for whom the TV is almost always on, and "program passionates," people who are highly wrapped up in favorite TV shows and are big DVR users.