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Campaign Media Awards - Best Use of Research:

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.

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  • Title: - "Beating competitors through real-time TV planning"
  • Media agency: Carat
  • Media director: Glyn Shadwell
  • Media planner: n/s
  • Creative agency: n/s
  • Account planner: n/s
  • Client:
  • Brand/product: Research
  • Marketing director: Nick Hall
  • Brand manager: Tom Ellis

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 a seven-figure sum.

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