Back to the Future: A "new fashioned" coincidental

'Typical use' studies serve a purpose in sizing a market but are typically reported at a weekly or monthly level.

Back to the Future: A "new fashioned" coincidental

Mark Loughney,Barry Stoddard,Lisa Heimann and David C. TiceABC, GfK Media and Disney-ABC Television Group

Abstract

"Typical use" studies serve a purpose in sizing the market, and suggest new, alternative types of viewing behavior are of increasing importance . However, these studies are generally reported as cumulative data (use on a weekly or monthly basis); what happens when you look at a particular hour on a particular day?

To address this issue, the Disney-ABC Television Group (DATG) engaged GfK Media (formerly Knowledge Networks/KN) for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands