Carat recognised that, in the price-comparison marketplace, share of voice is crucial, but that pursuing it excessively could result in a TV arms race that could end up unprofitable for everyone.
The agency’s econometrics analysis showed that current TV weekly weights for the level of competitor activity were disproportionate. Although the performance difference from the optimal week looked relatively small, refinements made a substantial performance difference over an annual period.
Combined with the relative cost-effectiveness of TV in different months, these efficiency gains enabled Carat to deliver the same business performance while saving Gocompare.com a seven-figure sum.
This article was first published on