Simmons BehaviorGraphics is a groundbreaking behavioral targeting system that enables marketers to link the deep consumer insights within the Simmons National Consumer Study with the Nielsen Television Index. Because Simmons BehaviorGraphics resides in both Simmons studies and in Nielsen's NTI, clients can:
Client: A cable company was preparing to unveil a new program and wanted to understand how to promote to advertisers, when to program it and how to advertise it to viewers.
Challenge/objective: By using Simmons BehaviorGraphics, the cable network created a Simmons BehaviorGraphics profile of the program and showed advertisers how its core viewers provided excellent targets for a variety of key consumer products. The cable network also could understand the viewing patterns of the key target group and determine when they are most available to view the program so it could schedule accordingly and create audience projections. Finally, Simmons BehaviorGraphics allowed network executives to understand other media usage more effectively and understand where to best promote the new program.
Resolution and results: Successful launch of the new program resulted in hitting projected audience figures and increased ad sales revenue.
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