For Danone and Vimto, we were able to simulate a significant potential increase in ROI using:
- an optimised laydown of week on / week off (as usually recommended for TV within FMCG)
- lower weekly GRP levels (allowing for more weeks)
For Danone and Vimto this resulted in a significant improvement in the ROI from radio.
Pulsing week on / week off reduced GRPs (and extra weeks as a result) the results showed an increased ROI of +71% for Danone and +69% for Vimto.
We don’t see any major reason why the same hypotheses couldn’t be extrapolated to other sectors (with the exception of highly seasonal products or new launches/ campaigns).
The project was highlighted in the radio trade body Radiocentre’s highlights of the year. It was also downloaded form our website by pretty much every major agency group in the UK as a significant new planning insight that could improve radio ROI.
