Ryvita: understanding the impact of different media investment strategies

Ryvita recognised that ViewersLogic could hold the answers to these perennial challenges; the platform can isolate different groups’ exposure to advertisements/promotions and their purchasing behaviour in near real-time.

Ryvita asked ViewersLogic to analyse the uplift impact on sales of:

• TV only, outside of promotions

• Instore price and promotions only, without TV

• TV plus price and promotions

Analysis

TV only, outside of promotions: TV increases purchase rates 

• ViewersLogic analysed shopping baskets composition when Ryvita products were not on promotion to compare customers who had been exposed to TV with those who hadn’t.

• Purchase rates increased by a fifth when TV was introduced but there were no promotions on. 

Price and promotions only: Promotions increase purchase rates by more than 100% in isolation 

• ViewersLogic analysed shopping baskets of people who were not exposed to TV, looking at what difference a promotion made to measure its effect in isolation.

• The purchase rate increase from a promotion was significantly bigger than that of TV, as the measurements covered a relatively short term.

TV plus price and promotion: Combination increased purchase rates by over four times compared to no promotion or TV 

• ViewersLogic compared the zero-activity (no TV or promotion) baskets to those that include exposures to both.

• The result was a near five fold increase in the purchase rate, showing that the numbers achieved for TV or promotions in isolation grew substantially when used together, creating an uplift much higher than the sum of its parts.

Conclusion

The sales impact of combined TV plus price and promotion is considerable and significantly higher than each in isolation.