Measuring performance-based TV: the Core Direct method and a 60% reduction in CPL
When TV generates growth beyond awareness. How Core Direct measures the real contribution of the television medium and helps grow acquisition channels.
A digitally native brand integrated TV into its media mix to expand coverage and lead generation. With Core Direct, we measured the response generated by every single spot, identified the most productive contexts, and reduced CPL by over 60%.
The analyzed brand operates in a digital market where trust, awareness, and conversion carry decisive weight. After an initial growth phase driven by online channels, the company added TV to the media mix to expand coverage and strengthen lead generation.
The Challenge
In a digital-first context, it is not immediately clear how much TV truly contributes to growth. Traditional metrics describe media pressure but do not indicate which spots, networks, or time slots produce results. The challenge was to distinguish truly productive investments from less effective ones to avoid an increase in CPL (Cost per Lead) and a marginal impact that would be difficult to sustain.
Our Approach
We applied Core Direct, our proprietary tool that attributes the response generated in the minutes immediately following the broadcast to every single spot. The analysis integrates GRPs, costs, and all other planning dimensions with a direct conversion KPI, such as service booking leads. Networks, time slots, and formats are thus interpreted through a common metric linked to conversion goals. The model quantifies the response, but it is the analyst’s experience that gives it meaning. Intraday seasonality, day-part saturation, the role of mainstream networks, and integration with national MMM require a critical interpretation. It is this combination of AI, proprietary models, and interpretive expertise that transforms data into solid operational choices.
Measurable results, more solid decisions
The analysis precisely identified the areas of maximum effectiveness for the television investment, isolating the most productive channels and reducing budget waste.
Niche thematic TV channels showed performance more than double that of generalist networks.
Budget reallocation opens the door to a potential improvement in GRP yield of over 100%.
CPL reduction of over 60% and an impact on the total KPI of approximately 10 percentage points.
TV can be more selective and productive than one might think if planned with the same precision as digital channels. Core Direct shows where to invest, where to reduce pressure, and how to simultaneously strengthen coverage and the ability to activate demand.
Implications for marketing and finance
Core Direct allows every decision-maker to translate the same evidence into their own choices.
For the Brand Manager: shift the focus toward the most efficient networks, reducing the weight of less productive networks and concentrating investments on contexts that generate a real response.
For the CMO: rethink the day-part mix, strengthening Daytime and reducing dependence on Prime Time. Integrating Core Direct results into the national MMM helps better interpret saturation and marginal ROAS.
For the CFO: monitor optimal media pressure thresholds, beyond which marginal productivity tends to decline. The priority is not to spend more, but to spend better.
What if your media plan already contained concrete opportunities for improvement?
Core Direct reads the response to spots and translates it into more precise planning choices.
Let’s talk: from your data, we can understand where the plan is already generating results and where it can contribute even more to your brand’s growth.
