the7stars

Case studies

Ministry Of Sound

Brief

Review the planning strategy for the Ministry’s core product – TV advertised music compilations – in the face of declining overall CD sales and increasing downward pressure on margin by physical retailers as well as the growth in digital sales.

Insight

The change in the music market did not mean the basic TV advertising model was necessarily compromised, it just needed to be made more efficient. This could be done by varying the channel mix to bring in more cost-effective channels.

Solution

We used our Charttrack music sales modelling curve to match daily music sales to effective TVRs to identify the most efficient daily weight and mix of advertising across each week. Once we had established this flighting, we cross-tabbed BARB data with TV Profiler, a specially commissioned on-line panel report which identified the programmes most likely to be watched by those panellists who claimed they would probably/definitely buy each album. The combination of these approaches lead to a significant uplift in average sales for Ministry of Sound, at a time when the majority of the competitors were facing declining sales.

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