Background: A retail health supplement provider was spending $25k/mo on broadcast and cable TV ads targeting the age 65+ demographic. The client believed the highest-performing age group was 65-74.
Action: There were two problems: 1) Analysis determined the sweet spot was age 55-64, not 65-74; and 2) Neither TV nor radio ratings allow separation of those over the age of 65 into narrower groups, so the client’s ads were reaching a large audience of age 75+ viewers, beyond even their mistaken target range. The client did not want to tinker with its TV campaign, so we ran a one-time $2,500 radio test of programs targeting age 55-64.
Outcome: Within 15 months we had hit $300k+ per month in radio spending… soon after, the TV budget was rolled into campaign spending.