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Regional TV Effectiveness Study 2008

Oral care: Listerine. Main findings. Regional TV Effectiveness Study 2008. Increased investment in Regional TV grew regional category and brand sales by 20% YOY Regional markets accounted for 40% of national growth in 2008

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Regional TV Effectiveness Study 2008

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  1. Oral care: Listerine Main findings Regional TV Effectiveness Study 2008 • Increased investment in Regional TV grew regional category and brand sales by 20% YOY • Regional markets accounted for 40% of national growth in 2008 • Regional TV delivered three times greater return on investment than capital city average

  2. Increased Listerine Reg. TV in 2007-2008 grew category sales by over 20% % of GB Kids who purchased mouthwash L6M Source: Roy Morgan Single Source 12months to Dec 2004-2008

  3. Listerine Smart Rinse for Kids launched with equal weight regional and metro national TV 4 W/E Listerine Smart Rinse for Kids share of mouthwash sales Source: Scan data Coles /Woolworths/Bi Lo: Five capital cities vs. all regional exc. NT

  4. Grocery scandata shows uptake in regional was higher than metro by almost 20% 4 W/E Listerine Smart Rinse for Kids share of mouthwash sales Source: Scan data Coles /Woolworths/Bi Lo: Five capital cities vs. all regional exc. NT

  5. 38% of national sales of Listerine Smart Rinse for Kids came from regional TV markets Listerine Smart Rinse sales ($) in TV markets Source: Scan data Coles /Woolworths/Bi Lo: Five capital cities vs. all regional exc. NT

  6. 4 0 % of national Listerine sales growth came from regional markets Source: Scan data Coles /Woolworths/Bi Lo: Five capital cities vs. all regional exc. NT

  7. 3 R O I x Rate of return from regional TV was three times rate of MTV Source: Aztec/Nielsen, Retail World , Adquest Jan - Dec 2008

  8. This case study is available for download at:www.regionaltvmarketing.com.au For a more detailed presentation of this case study or to arrange a case study for your brand contact: Regional TV Marketing @ 02 9929 2112

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