Digital marketing tools in the pharmacy

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Why is this happening with TV and why do we spend twice as many contacts there as in digital? Because there are frequency tails. And frequency tails are realized precisely because we have a large number of audiences, which are called “television zombies”. These are people who watch TV for more than 18 hours a day.

If we analyze the audience in the same Ukraine, divide it into 3 clusters, then we get an interesting audience for brands: 25-44 years old, 45+ and TV zombies. You will see that TV zombies make up 7% of all TV viewers on average, but they indonesia rcs data account for 43% of all money spent on purchasing contacts. That is, 43% of all your TRP and GRP are spent on the audience that watches TV all the time.

Older audiences account for 38% of all ratings spent on TV, even though they only make up 22% of the population. And your most interesting audience, the 25-44 age group, who buy your brands and products, accounts for only 14% of ratings, even though they make up 65% of your target audience.

If we talk about TV zombies, then the entire audience is represented here by age, both 25-year-olds and 45-year-olds.