Last but not least: American system exposes "brand swingers"
In the future, an American model will not only enable precise analyses of customers« purchasing behavior after they view a commercial. The goal of the new system from the U.S. is also to identify customers who switch between brands—the so-called »brand swingers.”.
With the help of an American model, in future it will not only be possible to carry out precise analyses of customers' purchasing behavior after watching an advertisement. The aim of the new system from the USA is also to identify customers who switch between brands - the so-called "brand swingers". According to Pressetext, the new model for TV ratings analysis has been implemented by a consortium of media companies such as Disney, Viacom, News Corp and Discovery Communications. Information on the viewing behavior of around 2.1 million cable TV customers or 1.5 million households is first retrieved. This is done with the help of information from the set-top boxes. With the help of the TRAnalytics system, which was developed by the media research company TRA, this information is then linked to a database that records the purchasing behavior of 370,000 households using customer cards. The interesting thing about this is that advertisers can now track exactly how many viewers go into a store and buy the drink after watching a Coca Cola commercial on TV, for example. In addition, consumers who switch between brands, so-called "brand swingers", can also be identified in this way. At least that is the aim of the consortium of media companies. However, such analyses would raise more questions than they provide answers, Volker Nickel, spokesman for the German Advertising Association ZAW, told Pressetext. If a viewer of the commercial then goes into a store to buy the advertised product, this does not necessarily have to be due to the commercial. In addition, such an analysis could lead to data protection problems. Who would want Migros to know exactly which condoms, candles and red wine were bought on which day based on the Cumulus card? Considering the plethora of data protection complaints received by Google Street View just days after its launch, one could conclude that this model for analyzing quotas may not gain a foothold in Switzerland any time soon.
The first commercials created by MediaVest, a subsidiary of the advertising group Publicis, to test TRAnalytics will probably run on the Discovery Channel and TLC this fall, according to Pressetext. Procter&Gamble, Kraft and Coca Cola are said to have commissioned the commercials, reports the industry magazine Advertising Age.
The first commercials created by MediaVest, a subsidiary of the advertising group Publicis, to test TRAnalytics will probably run on the Discovery Channel and TLC this fall, according to Pressetext. Procter&Gamble, Kraft and Coca Cola are said to have commissioned the commercials, reports the industry magazine Advertising Age.
