CPG brand used PlaceIQ location data, in-store sales to analyze NFL stadium ad impact
Individuals who were repeatedly exposed to the campaign (after three games) generated a 32% lift in beverage sales.
Increasingly, mobile-location and other data are being combined for sophisticated insights into audience behavior and media performance. In a new case study from IRI and PlaceIQ, a CPG brand (“adult beverage”) wanted to understand whether its out-of-home NFL stadium sponsorships were lifting sales in stores.
The company also wanted to understand consumer behavior before and after exposure to the sponsorship placements. The study was run in 2016 using PlaceIQ’s location data and IRI’s in-store purchase data, based on more than 300 million loyalty cards.
What the companies discovered was that exposure to the sponsorship (in multiple cities) impacted product sales and produced a 2x lift compared with households not exposed to the sponsorship. During a one-month post-exposure purchase window, IRI and PlaceIQ found:
- 12 percent of stadium visitors purchased the sponsor’s flagship brand featured during the 2016 NFL season (compared to just 4.8 percent for all US households during that same season).
- 14 percent of stadium visitors purchased another of the sponsor’s portfolio products during the 2016 NFL season (compared to just 5.1 percent of all US households during that same season).