Another Fad or a New Way of Working
Communication Insights, OMD
The television optimization craze started when, in the spring of 1997, Procter & Gamble announced that they were putting their $1 billion television business up for review a review that would encompass not only traditional buying of airtime, but also what was termed 'tactical' planning.
Tactical planning a role traditionally played by the buyer in markets like the United Kingdom and by the planner in the United States defined the process of determining the right daypart, channel mix and program genre for a campaign in order to maximize campaign effectiveness (however defined) for a given budget.
Two systems X*Pert and SuperMidas were imported from the UK and pushed to the center of agency media pitches, starting with P&G, but spreading to most major advertisers as they became more fashionable.