1. MEN’S PERSONAL CARE BRAND CASE STUDY

2. Nielsen Catalina Solutions measured the incremental sales impact and return on advertising spend of an AM/FM radio campaign on a men’s personal care brand.
The study spanned a period from March through September 2017, with a one month post-campaign period.
The results illustrated the impact among all 5,974 households exposed to the AM/FM radio campaign compared to 5,974 homes that were not exposed to the campaign.
Methodology

3. Nielsen Catalina Solutions matches what consumers hear and buy
Methodology
Analysis
Step 1
Step 2
Step 3
Nielsen Catalina Solutions does a household match on the address level using Portable People Meter panel data and shopper card data from Nielsen Catalina and Nielsen Homescan
Audience is broken into two groups based on Media Monitors ad occurrence
Nielsen measures the sales impact of the two groups
Sales/spend lift
Buyer penetration
Transaction/trips per buyer
$ per transaction
$ per buyer
Share of category
Incremental sales return per advertising dollar
MATCHED AUDIENCE
UNEXPOSED
to the radio campaign
Unexposed
Exposed
EXPOSED to the radio campaign

4. AM/FM radio boosted sales 8% among the target male demo
$ increase in parent brand sales per male AM/FM radio listening household
Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

5. AM/FM radio exposure drove a higher spend per trip
Campaign sales drivers
Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

6. For every $1 spent on
AM/FM radio, the men’s personal care brand saw
1.23
in return on advertising spend among male AM/FM radio listening homes, while the parent brand saw
11.96
in return on advertising spend
among all households $
The AM/FM radio campaign resulted in a positive return on advertising spend
Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

7. of all homes were reached by the AM/FM radio campaign and generated
36%
45%
Homes exposed to the AM/FM radio campaign generated 25% more sales than unexposed homes
of total parent brand sales
Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

8. % of sales contribution of heavy category buyers by brand loyalty
Those who buy often in the category were the most responsive to the campaign
% of sales contribution of heavy category buyers by brand loyalty
83%
of sales lift came from heavy category buyers with low/medium brand loyalty
Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

9. % share change during analysis period
Increased parent brand purchasing came at the expense of key category competitors
% share change during analysis period
Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

10. AM/FM radio delivers strong ROI for a men’s personal care brand
Positive return on advertising spend
For every $1 spent on AM/FM radio, the men’s personal care brand saw
1.23
in return on advertising spend among male AM/FM radio listeners, while the parent brand saw
11.96
in return on advertising spend among all households $
Sales driver
Market share growth
sales lift among male AM/FM radio listening households
+8%
The parent brand saw a
increase in category share
+.8%
The parent brand saw a
Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

11. Key findings
Sales driver: The campaign drove a positive sales lift of 8% for the total parent brand among male AM/FM radio listeners.
Positive brand return: Among male listeners, AM/FM radio delivered a $1.23 positive return on advertising spend for the personal care brand.
Parent brand return: For every dollar spent on AM/FM radio, the campaign generated $11.96 return on advertising spend for the parent brand among all households.
Market share growth: Increased purchasing came at the expense key competitors in the category.

12. Thank You
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13. Appendix

14. Nielsen Catalina Solutions measurement methodology
To measure the effectiveness of the campaign, the household purchases of those exposed to the campaign were compared to the purchases of those who were not.
The ‘exposed’ group was matched to an ‘unexposed’ group that was similar in demographics and had made similar category and brand mix purchases in the 12 months prior to the campaign.
The matched group not only needed to have similar purchases in the preceding 12 months overall, it also needed to match on a monthly basis to ensure that households were at a similar stage in the category buying cycle.
Having selected like households, the remaining differences between the exposed and unexposed groups should be the result of whether or not the group was exposed to the campaign.
Nielsen then compares the two groups through an Analysis of Covariance (ANCOVA controls for any other extraneous factors) to isolate differences in product purchasing during and after the execution of the advertising campaign on 5 key metrics (sales, penetration, buying rate, occasions and purchase amount).
If shopper card data is used, they adjust for all outlet sales using Homescan data.
Then they apply the incremental sales per household to the overall campaign reach to determine the short term sales impact.

15. Nielsen Audio Portable People Meter (PPM)
Capable of measuring radio, television and Internet broadcasts, retail video and audio broadcasts.
Meter automatically detects inaudible codes embedded in audio portion of broadcast program or commercial.
Proprietary codes identify media to which participant is exposed.
PPM encoding solution identifies broadcast and online audio content
The meter, worn all day, stores all encoded audio content captured by the meter
Data collected by the meter are sent to Nielsen Audio 15

16. Matching exposed and unexposed households on hundreds of variables creates identical groups
Demographics
Stores visited
Geography
Product preference ✔ ✔ ✔ ✔
Exposed (test)
Unexposed (control)
Matched on 500+ variables

17. All outlet retail sales representation
Nielsen leverages the overlap between Catalina and Homescan for precise total U.S. sales projections and activation of Homescan-based segments
100K HH
76K HH
90MM HH
Grocery, drug, club, mass channels
Grocery & drug channels

18. Total sales calculation
$$$
Total sales
Buying rate
Penetration
How much are households buying?
How many brand-buying households?
Purchase frequency
Purchase amount
How often did households buy brand products during the test period?
How much of the product did households buy per occasion during the test period?
Total sales: determined by a combination of lift in penetration and dollar buying rate between exposed and unexposed households
Buying rate: determined by purchase frequency X purchase amount