Announcing the launch of Inteligrip, Lintas Media Services director Lynn de Souza said that the agencys new tool aims to capture not just the highest GRPs but to establish the viewers interest in brand categories through a history of their brand experiences.The current scenario makes it imperative to beat ad avoidance rather than to continue relying on traditional GRP valuations that are in reality are being eventually avoided by the consumers, she added.
According to Ms de Souza, the Inteligrip model has been based on the outcome of the Initiative BBC World Ad Watch 2005 survey which established significant wastage of media spend due to the dramatic increase in ad avoidance in todays environment. The survey quantifies that only 31% of the audiences are open to advertising. Further, that advertising avoidance is the highest on television, said Ms de Souza.
Inteligrip is a planning process that leads the way in delivering intelligent GRPs by making them effective through a closer match to the viewers.