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Geographic Mapping by Advertising Category

Explore how geography can be a more accurate predictor of sales than demographics in DTC advertising. This analysis reveals that for most brands, regions comprising about one-third of the U.S. can contribute to over 30% in additional sales. Visual maps delineate the geographic strengths based on Brand Development Index (BDI) and Category Development Index (CDI) across various sectors, including pharmaceuticals, beverages, packaged goods, financial planning, and automotive. For custom maps or additional data, please contact TVB.

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Geographic Mapping by Advertising Category

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  1. Geographic Mapping by Advertising Category

  2. DTC Arena:The Major Leagues

  3. Geography is often more predictive of sales than demography, and every brand has geographic areas of opportunity. For most brands, markets comprising a third of the U.S. will over-deliver U.S. sales by +30%.

  4. The following maps illustrate the geographic strength of brand and/or category sales based on BDI/CDI for: • Pharmaceutical • Beverages • Packaged Goods • Financial Planning • Automotives If you are interested in a map for a category or brand that is not shown here, please contact TVB.

  5. Pharmaceutical

  6. Rx Allergy Relief The best 1/3 of the US indexes at 148 The best age demo only indexes at 111 Source: IMS prescription data, MRI

  7. Rx Cholesterol Medication The best 1/3 of the US indexes at 140 The best age demo only indexes at 97 Source: NPA-MSA Audit, IMS Health; MRI Double base

  8. Beverages

  9. Coke Classic The best 1/3 of the US indexes at 153 The best age demo only indexes at 124 Source: IRI/MRI

  10. Diet Coke The best 1/3 of the US indexes at 148 The best age demo only indexes at 108 Source: IRI/MRI

  11. Labatt Blue The best 1/3 of the US indexes at 167 The best age demo only indexes at 104 Source: IRI/MRI

  12. Labatt Blue Light The best markets in the US index at 426* The best age demo only indexes at 104 *For this brand, 28 markets account for 90% of sales; those 28 markets represent the “best markets” Source: IRI/MRI

  13. Lipton RTS Iced Teas The best 1/3 of the US indexes at 182 The best age demo only indexes at 110 Source: IRI/MRI

  14. Packaged Goods

  15. DiGiorno Rising Crust Pizza The best 1/3 of the US indexes at 131 The best age demo only indexes at 116 Source: IRI/MRI

  16. Hellmann’s and Best Foods Mayonnaise The best 1/3 of the US indexes at 129 The best age demo only indexes at 102 Source: IRI/MRI

  17. Kraft Macaroni & Cheese The best 1/3 of the US indexes at 131 The best age demo only indexes at 123 Source: IRI/MRI

  18. Lever 2000 The best 1/3 of the US indexes at 119 The best age demo only indexes at 100 Source: IRI/MRI

  19. Lifesavers Candy The best 1/3 of the US indexes at 126 The best age demo only indexes at 106 Source: IRI/MRI

  20. Maxwell House Coffee The best 1/3 of the US indexes at 160 The best age demo only indexes at 91 Source: IRI/MRI

  21. Oreo Cookies The best 1/3 of the US indexes at 117 The best age demo only indexes at 102 Source: IRI/MRI

  22. Planters Nuts The best 1/3 of the US indexes at 126 The best age demo only indexes at 100 Source: IRI/MRI

  23. Snuggle Fabric Softener The best 1/3 of the US indexes at 133 The best age demo only indexes at 100 Source: IRI/MRI

  24. Swiffer Floor Duster The best 1/3 of the US indexes at 130 The best age demo only indexes at 112 Source: IRI Infoscan special tabulation/MRI

  25. Wisk Detergent The best 1/3 of the US indexes at 148 The best age demo only indexes at 100 Source: IRI/MRI

  26. Financial Planning

  27. Financial Planning The best 1/3 of the US indexes at 140 The best age demo only indexes at 114 Source: MRI Special tabulation

  28. Automotive

  29. Acura TL The best 1/3 of the US indexes at 172 The best age demo only indexes at 120 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

  30. Audi A4 The best 1/3 of the US indexes at 199 The best age demo only indexes at 132 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

  31. Audi A6 The best 1/3 of the US indexes at 192 The best age demo only indexes at 132 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

  32. Audi A8 The best 1/3 of the US indexes at 201 The best age demo only indexes at 132 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

  33. BMW 318 The best 1/3 of the US indexes at 701 The best age demo only indexes at 138 Source: Polk Special tabulation/MRI

  34. BMW 323 The best 1/3 of the US indexes at 201 The best age demo only indexes at 138 Source: Polk Special tabulation/MRI

  35. BMW 325 The best 1/3 of the US indexes at 184 The best age demo only indexes at 131 Source: MRI Doublebase; BDI: RL Polk & Co., Retail Consumer Database

  36. BMW 328 The best 1/3 of the US indexes at 207 The best age demo only indexes at 138 Source: Polk Special tabulation/MRI

  37. BMW 330 The best 1/3 of the US indexes at 188 The best age demo only indexes at 131 Source: MRI Doublebase; BDI: RL Polk & Co., Retail Consumer Database

  38. BMW 300-Series The best 1/3 of the US indexes at 203 The best age demo only indexes at 138 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

  39. BMW 525 The best 1/3 of the US indexes at 196 The best age demo only indexes at 128 Source: MRI Doublebase; BDI: RL Polk & Co., Retail Consumer Database

  40. BMW 528 The best 1/3 of the US indexes at 213 The best age demo only indexes at 148 Source: Polk Special tabulation/MRI

  41. BMW 530 The best 1/3 of the US indexes at 196 The best age demo only indexes at 128 Source: MRI Doublebase; BDI: RL Polk & Co., Retail Consumer Database

  42. BMW 540 The best 1/3 of the US indexes at 194 The best age demo only indexes at 128 Source: MRI Doublebase; BDI: RL Polk & Co., Retail Consumer Database

  43. BMW Total 5-Series The best 1/3 of the US indexes at 213 The best age demo only indexes at 148 Source: Polk Special tabulation/MRI

  44. BMW 740 The best 1/3 of the US indexes at 212 The best age demo only indexes at 121 Source: Polk Special tabulation/MRI

  45. BMW 750 The best 1/3 of the US indexes at 212 The best age demo only indexes at 121 Source: Polk Special tabulation/MRI

  46. BMW Total 7 Series The best 1/3 of the US indexes at 208 The best age demo only indexes at 121 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

  47. BMW X5 SUV The best 1/3 of the US indexes at 183 The best age demo only indexes at 129 Source: Polk Special tabulation/MRI

  48. Chevrolet Astro The best 1/3 of the US indexes at 158 The best age demo only indexes at 115 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

  49. Chevy Blazer The best 1/3 of the US indexes at 158 The best age demo only indexes at 116 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

  50. Chevrolet Cavalier The best 1/3 of the US indexes at 164 The best age demo only indexes at 111 Source: Age Demos: MRI Doublebase; Total US BDI: RL Polk, Retail Consumer Database

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