Press Releases

Demographic TargetingTreats All Buyers Equally, No Matter WhatTheir Value to a Brand, Says Catalina Report


Demographic targeting does not weight advertising exposures toward households that have more purchasing value to CPG brands, according to a new study by Catalina Marketing. The study shows that, for a cross-section of major CPG brands, an average of just 15 percent of television ad exposures reach the households that account for 80 percent of sales. Meanwhile, brand advertisers deliver 64 percent of exposures to households that account for just two percent of sales.