TRA Finds What TV Shows Cereal Buyers Are Watching

Pairing Discount Shopper Card Data With Set-top Data Yields Interesting Results

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LOS ANGELES (AdAge.com) -- What is the best show in broadcast prime-time to reach potential buyers of toilet paper? During one week in August, it was a rerun of CBS's "Two and a Half Men," which beat out original airings of more-watched shows like "America's Got Talent," "Big Brother" and even "60 Minutes" for the distinguished title of the show most likely to get people to buy toilet paper.

'Two and a Half Men': Most likely to get people to buy toilet paper.
'Two and a Half Men': Most likely to get people to buy toilet paper. Credit: CBS
Breakfast cereal marketers might be surprised to find that even though their target audience -- frequent cereal buyers -- certainly watched the top-rated shows that week, it was a lower-rated show, that week's "The Bachelor" on ABC, that delivered both big audiences and a notably high number of cereal consumers.

The findings come from the media measurement company TRA, which matches shows to certain product categories by looking at 370,000 households in which it can see both shopper-card activity and TV set-top data. It's marketing the services to advertisers and media buyers as a way to see which shows are most likely to reach actual purchasers of specific packaged-good items. Clients have included CBS and Publicis Groupe's MediaVest.

As part of that marketing effort, TRA has begun posting early analysis free for now on its blog, where you can also see charts on cold and sinus products, shaving products and hand and body lotion. Beyond packaged goods, TRA is planning to add data for automotive and pharmaceutical marketers in the near future. Calculating the data for entire categories of products can also take months to complete -- hence the late-August time frame of the Daily TRA's first blog posts.

In addition to "Two and a Half Men" fans' predilection toward toilet paper, some other top-level findings from The Daily TRAs have similarly counterintuitive results.

And in June, Disney Channel's made-for-TV movie "16 Wishes" was found to have the highest concentration of battery shoppers in all of cable TV -- a moot point, considering Disney doesn't accept traditional advertising, but a marketer like Duracell might have partnered with the network for a pro-social marketing initiative and promoted it on-air.

Take a look at three sample charts below.

Facial tissue chart
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Facial tissue chart

Toilet tissue chart
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Toilet tissue chart

Cereal chart
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Cereal chart

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