Objectives
Find Out Where the Money Was Actually Going
TV budgets kept increasing while sales kept declining. Before anything could be fixed, the objective was to find out exactly which stations, dayparts, and creative were driving results — and which ones were quietly burning cash.
Measure Everything, Not Just Some of It
Partial visibility wasn't good enough. The objective was full tracking across every spot, every piece of creative, and every station — station, daypart, creative, and offer, all measured at once.
Reverse a Multi-Year Sales Decline
This wasn't a one-quarter dip. Sales had been declining year over year despite rising ad spend. The objective was to reverse that trend and get growth back on track.
Turn Data Into a Smarter Media Plan
Tracking alone doesn't sell bathrooms. The objective was to take what the data revealed and rebuild the entire media schedule around it — scaling what worked, cutting what didn't.
Build a Foundation for Expansion
Beyond fixing the immediate decline, the objective was to build a media strategy precise enough to support the client's next stage: expanding into new markets.
Challenges
Rising Budgets, Falling Sales
Every year the client spent more on TV. Every year, sales went down. The trend line was moving in exactly the wrong direction, and no one could say why.
Good Creative Wasn't the Problem
The TV creative itself was strong. That ruled out the easy fix — the issue wasn't the message, which meant the real problem was hiding somewhere harder to see.
Zero Tracking Across the Media Plan
There was no way to know which stations, dayparts, or programs were generating leads and sales, and which were simply burning budget. Without tracking, every media dollar was a guess.
A Bloated Plan Full of Losing Placements
With no measurement in place, losing stations and dayparts had been sitting in the media plan indefinitely — collecting budget without ever being held accountable for results.
Needed Proof Fast, Then Results That Lasted
The client needed to see a shift quickly to justify continued investment, but the real challenge was building something durable enough to carry them to an all-time sales record — and beyond.
Strategy & Solutions
Tracked Every Spot, Every Station, Every Offer
We installed tracking software across the entire media plan — station, daypart, creative, and offer — so every dollar could finally be tied to a result.
Found the Winners and Losers in 14 Days
Within two weeks, the data made it clear exactly what was working and what wasn't — replacing years of guesswork with hard evidence.
Rebuilt and Renegotiated the Entire Media Schedule
We scaled the winning stations and dayparts, and removed the losing placements from the plan entirely — reshaping the media buy around what actually drove leads and sales.
Delivered Results in 10 Days
Lead flow, sales, and new jobs began increasing within 10 days of the new plan taking effect — a fast, visible signal that the strategy was working.
Multiplied Reach While Cutting Cost
We delivered 5.2 times the audience reach for the same investment, and cut cost per thousand by 52% — by showing stations exactly what was making the client money and what was losing it.
Negotiated Bonus Airtime
On top of the restructured plan, we secured an average of 156 bonus, no-charge ads per month — extra reach at no additional cost, further accelerating lead flow.
Broke the All-Time Sales Record
Within six months, the client broke their all-time sales record. Today, they're expanding into new markets, with sales that have tripled.
Campaign Outcomes
32%
Increase In Leads
5X
Audience Reach for same budget
20 Year
Broke 20 Year All Time Sales Record
15%
Actively Expanding Into New Markets
