Optimizing ad scheduling through assessment of involvement levels of viewers: to Cadbury

Abstract

The present study is aimed to understand television involvement by channel genres, channels and programming across consumer segments relevant to Cadbury brands in order to optimize media scheduling. The methodology followed is both qualitative and quantitative in nature. Media Xpress 3.0 software by TAM India was used to generate relevant data needed to understand involvement levels of consumer groups. Customized survey questionnaires were prepared to gain a qualitative understanding of the consumer behaviour. The insights gained from both the quantitative as well as qualitative analysis is used to suggest a streamlined media planning process.