The study, involving an unnamed “Brand X,” broke consumers down into heavy, medium and light category purchasers, finding that heavy purchasers were most likely to have their price sensitivity reduced by exposure to TV ads.
Those results are based on the Apollo Project, which combines media-exposure data collected from consumers using Arbitron’s Portable People Meters with purchase data culled from Nielsen Co.’s ACNielsen Homescan consumer panel.
Apollo Project includes seven advertisers with a combined $6.8 billion in measured U.S. ad spending : Procter & Gamble Co., Unilever, Kraft Foods, Pfizer and SC Johnson. The pilot group consists of 11,000 of PPM-equipped consumers (PPM = portable people-meter).
The study found that even one or two exposures to TV ads for the brand produced some reduction in price sensitivity, while consumers exposed to the brand’s ad four or more times showed even less sensitivity, with behavior changes tapering off at between seven and eight exposures.
Currently, only TV is measured as an advertising medium, but plans exist to extend the measures to print and intern