Tata Sky: Stop the crime before it is committed - Real Time Planning Report

This case study describes a new approach adopted by Tata Sky for its media buying in India. The model - which combined TV data (GRPs), consumers' unfiltered responses and business metrics - was able to make real-time corrections to TV weights, which would help optimize sales.

Tata Sky: Stop the crime before it is committed - Real Time Planning Report

Kartik Sharma, Priti Murthy

Campaign details

Brand owner: Tata SkyBrand: Tata Sky (I) LtdAgency: Maxus – GroupMCountry: IndiaChannels used: Internet - search, TelevisionMedia budget: Up to 500k

Executive summary

Most TV campaign effectiveness analysis is done after the end of the campaign. There was a need to develop a first-of-its-kind innovative model to make real-timecorrections to TV weights which would help optimize sales. The uniqueness of the model was to combine TV data...

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