Media strategies that generate sales among both heavy and light purchasers of a CPG food brand.

Project Apollo has just released findings that identify how frequency and recency of ad exposures among both heavy and light category purchaser segments can generate sales for a specific CPG food product.

Heavy and light category purchasers of a CPG food product with a frequent purchase cycle were analyzed for their responsiveness to the frequency and the recency of brand messages. Among heavy buyers, those who purchase the category 35 times per year or more, frequency is a bigger driver of “Brand X” purchase likelihood. Conversely, for light category buyers, recency of media exposure is a more important contributor to “Brand X” purchases.

In the study, purchase behavior for “Brand X” rises with more TV exposures for heavy category purchasers; however, purchase probability continues to rise though at a diminishing rate after two ad exposures. For recency, probability of purchase was highest one day after the last TV exposure, with likelihood to purchase showing a distinct drop-off at three to five days after the most recent exposure.

“For this particular brand, a food item with a frequent purchase cycle, Project Apollo points to the effectiveness of heavier ad flights to generate more frequent exposure to advertising to sustain regular purchases by loyal consumers,” said Sharon Ameri, senior vice president, Nielsen Analytic Consulting, who conducted the analysis. “To increase purchases among light users, media schedules that generate exposure close to purchase, with more continuity to influence impulse buys, are indicated as more effective.”

“This case study underscores how Project Apollo data can be used to frame media plans to optimize purchases through effective media weights and targeting of purchasing audiences,” said Linda Dupree, executive vice president, New Product Development, Arbitron Inc. “Advertisers need to be aware that Project Apollo delivers singular data for each brand. There is no reason to use generic learnings when specific, targeted data can be generated for each brand.”

“Every brand analysis will look different. Project Apollo provides distinct insights for each brand across a spectrum of consumers in a continuum of market conditions. Insights from these complex short-term and long-term relationships are not available outside of single source,” said Dave Thomas, president, Media Client Services, The Nielsen Company.

Project Apollo data provides customized analyses for products with differing characteristics and consumers. Media continuity, customer loyalty, competitive environment, purchasing cycles and other factors will affect the impact of Frequency and Recency.

The insights in this case study are the product of an extensive analysis of Project Apollo data by Nielsen Analytic Consulting, a division of The Nielsen Company located in Stamford, CT.

The Frequency and Recency case study is available, along with other studies produced from Project Apollo data, from Project Apollo representatives.