Innovation details

Presented

New York, 1983

Created for

Needham Harper & Steers, Advertising

Insights and actions

Developed and tested a theory that the "wouldn't miss an episode" viewers of a television program were the most valuable and engaged audiences for an advertiser's commercials.

Led to a client’s adoption of a Sunday strategy – concentrating all their TV advertising on Sundays, and allowing for new, serialized creative techniques to be employed.

Core audience theory later led to the ability to provide an objective measure of relative audience engagement.    

Key clients involved

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