Optimise Cable TV Channel Selection

Background

This paper examines the ability of the Brand Keys methodology to predict category aided awareness of advertising based on the cable television station on which the advertisement is placed. The subject company is KeySpan Energy, a large US energy supplier.

Implications

This case study shows how different cable TV stations drive different end customer perceptions (advertising awareness and brand attribute rating) of the same advertisement. It shows conclusively that the cable TV station on which an advertisement is aired impacts the end customer's awareness of the advertisement and perception of the advertised product. Further it demonstrates that the Brand Keys methodology can predict this impact prior to advertising.

Based on the results of this research it would be possible to reduce advertising placements by 50% and achieve the same advertising awareness by simply optimizing the cable television station selection. On the other hand it would also be possible to double advertising awareness by airing the same number of commercials in a manner optimised using the brand to media consonance methodology.