GMTV Teams With Tesco For Research Project

Breakfast broadcaster GMTV has commissioned an analysis of the data collected by Tesco’s Clubcard loyalty scheme in order to prove the effectiveness of advertising during breakfast programming.

The Tesco data, which is matched to the BMRB TGI database, records both the purchases and the time of purchase for 14 million card holders. It has already been demonstrated that the vast majority of FMCG sales occur during the working week and that the highest concentration of sales take place close to the breakfast daypart.

Almost a quarter of purchases occur within 3 hours of GMTV’s transmission hours, and 50% within 6 hours. If the ‘recency principle’ which contends that “advertising messages have their greatest effect when received in close proximity to the purchase occasion”, is to be believed, then this is good news for breakfast broadcasters.

The new project will mean GMTV can look at the sales distribution for any FMCG category or brand and any audience defined either by TGI or by shopping habit. The next stage of the project will be to develop a sales and brand share tracking tool to demonstrate a direct relationship between advertising and sales growth.

GMTV: 020 7827 7061 www.gmtv.co.uk

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