They say a craftsman is only as good as their tools, and that is certainly true for advertising. The Automotive Advertising Agency uses a wide range of media tools and partnerships to effectively plan and run our clients’ campaigns. One such tool is Comscore, an invaluable asset that helps us find the most effective and highest value TV programs for our clients.
Comscore is a media planning tool that allows us to measure the value of TV-watching households by several key demographic values. These demographics include age, gender, auto buyer by make and model, ethnicity, income, and number in the household including the presence of children. This data informs all of our TV media plans, including over-the-top streaming TV, and helps us target the audiences that are most likely to buy from our clients.
Here’s a bit of insider knowledge: not all ratings are created equal. Even if a program has the highest ratings in its time slot, it may not be the best show for you to advertise on. With Comscore, we judge ratings against each other based on factors that most affect our clients. We are able to weight ratings against new car buyers, used car buyers, Jeep owners, Ford owners, and much more.
For example, Modern Family might have the highest rating for shows airing at 8 PM on Wednesdays, but it might rate poorly for Ram buyers. With Comscore, we are able to make that distinction and place our clients’ advertising in programs that best reflect their audience, rather than throwing money at the biggest program and hoping something sticks. Choosing the highest-rated program every time can be like using a hammer when you need a scalpel. With Comscore, we have the right tool for the job to cut through the clutter and get your messaging in front of viewers most likely to engage with your brand.
Comscore’s local audience intelligence can’t be matched in the market and using them gives us, and our clients, an edge against the competition. If you want that edge for your business, contact the experts at The Automotive Advertising Agency. We have decades of media buying experience and can lead your dealership in the right direction to capture your ideal audience and turbocharge your sales! Give us a call at 512-610-7300, or contact us at TheAutoAdAgency.com/contact/ for more information. If you would like to learn more about Comscore, check out this press release we were recently featured in.