With an annual TV budget of $43 million on the line, Fiat Chrysler needed greater insight into which time slots, shows and channels were most and least effective at driving response and ROI.
The challenge: Zero accountability for TV advertising
Fiat Chrysler Automotive Group faced a challenge common to many companies - they had no system for measuring the impact of their largest channel: TV. Their strategy was reliant on Target Audience Rating Points (TARPs), the existing industry standard for measuring the reach of TV ads. While TARPs provide an estimate of how many people see each advertisement, they do not measure how many respond and take action. With an annual TV budget of $43 million on the line, Fiat Chrysler needed greater insight into which time slots, shows and channels were most and least e ective at driving response and ROI. They also wanted accurate, real time performance data for each advertisement, so they could minimise time and budget being wasted on poor-performing creative and placements.
