GMTV/Tesco develop new research tool

GMTV has teamed up with Tesco Clubcard to develop a new sales and brand-share tracking tool, which will show how breakfast advertising affects consumers’ buying decisions.

GMTV will work with Dunnhumby Retail, the research agency with exclusive rights over Tesco’s data, and FirstT, a joint venture between Dunnhumby and BMRB, which has a remit to extend the application of TGI lifestyle and media consumption data to develop the tool.

The tool will enable GMTV to examine the purchase distribution by day and hour of any packaged goods category or brand, any TGI-defined consumers, or consumers defined by their shopping habits.

GMTV managing director Paul Corley says: “GMTV has a very loyal following. This research will demonstrate its value to advertisers.”

Research already commissioned by GMTV using Tesco Clubcard data, shows that the majority of packaged goods sales occur Monday to Friday, and the highest concentration of sales occur between 10am and 2pm.

GMTV claims that almost a quarter of all purchases occur within three hours of its transmission hours and 50 per cent within six hours.

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