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    Spend Support Analysis: What Is It and What Do You Get Out of It?

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    Gaurav Chandra
    This document discusses spend support analysis, which plots advertising spend against peak brand recognition. It helps evaluate whether an ad has sufficient investment for its category context. Points on the chart represent individual ads, which can be color-coded to differentiate competitive ads or indicate branding levels. Ads above the average curve are getting stronger cut-through than expected given their spend, while ads below are underperforming. The analysis requires recognition and spend/GRP data, which can be compiled at various levels. It identifies how well new ads are cutting through relative to historical spending patterns.

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    Spend Support Analysis: What Is It and What Do You Get Out of It?

    Uploaded by

    Gaurav Chandra
    24 views2 pages
    This document discusses spend support analysis, which plots advertising spend against peak brand recognition. It helps evaluate whether an ad has sufficient investment for its category context. Points on the chart represent individual ads, which can be color-coded to differentiate competitive ads or indicate branding levels. Ads above the average curve are getting stronger cut-through than expected given their spend, while ads below are underperforming. The analysis requires recognition and spend/GRP data, which can be compiled at various levels. It identifies how well new ads are cutting through relative to historical spending patterns.

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    04_Spend Support Analysis

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    This document discusses spend support analysis, which plots advertising spend against peak brand recognition. It helps evaluate whether an ad has sufficient investment for its category context. Points on the chart represent individual ads, which can be color-coded to differentiate competitive ads or indicate branding levels. Ads above the average curve are getting stronger cut-through than expected given their spend, while ads below are underperforming. The analysis requires recognition and spend/GRP data, which can be compiled at various levels. It identifies how well new ads are cutting through relative to historical spending patterns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    24 views2 pages

    Spend Support Analysis: What Is It and What Do You Get Out of It?

    Uploaded by

    Gaurav Chandra
    This document discusses spend support analysis, which plots advertising spend against peak brand recognition. It helps evaluate whether an ad has sufficient investment for its category context. Points on the chart represent individual ads, which can be color-coded to differentiate competitive ads or indicate branding levels. Ads above the average curve are getting stronger cut-through than expected given their spend, while ads below are underperforming. The analysis requires recognition and spend/GRP data, which can be compiled at various levels. It identifies how well new ads are cutting through relative to historical spending patterns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 2

     Spend Support Analysis

    What is it and • A BUPA plot of ad spend against peak recognition.


    what do you get • Helps to answer questions about whether there is sufficient
    out of it? investment behind a copy within the category context.
    • Points on the map represent individual ad copies and can be
    further colour-coded to differentiate between competitive ads, or to
    indicate correct branding levels vs. country norm e.g. code red for
    those ads with weaker than average branding.
    • Ads above the average curve are getting stronger cut through than
    expected for the level of spend/GRPs that they have. The reverse is
    true for ads falling below the curve.

    How often should • You should maintain a norm for your respective country/category
    you run it? using historical data.
    • New TVCs being evaluated can then be easily placed on the BUPA.
    What does it • TV recognition data (historical + new)
    require? • Spend/GRP of TVC up to the period used for the recognition data
    • Additional branding data for the same TVC
    How is it created? • CS can easily produce this chart using the MB Charting Tool.
    • The challenge is more in compiling the historical ad recognition
    data and spend/GRP information.
    • Can be done at country, category or even brand level.
    1
    Example of Spend Support Analysis at work

    New Brand’s 15s (in blue) is cutting through despite the


    shorter ad length
    Sample

    Logit Transformed r2 = 0.49; r = 0.70 {95% Confidence Band}

    90 JN
    NJ BJ

    80
    WH
    CD SY NJ
    GZ
    70 JN CD SY
    BJ
    SH
    Peak recognition

    60 WH
    GZ
    SH
    50 SH
    BJ
    BJ WH
    JN GZ NJSY
    40
    GZ JN
    SH
    SY CD
    30
    WH
    CD NJ

    500 1000 1500


    GRP till peak
    2

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