Concern about the targeting relevance of television beer advertising during peak viewing times, prompted a closer look at the media consumption of draught product drinkers.

tqp were asked to design a study amongst this market sector, concentrating on heavy draught beer and lager drinkers.

This group represented only 20% of individuals, but 65% of draught product sales!

'Heavy drinkers' did not follow the all male ITV/C4 viewing pattern - deviating markedly, during premium air time period of 20.00 - 22.00 hours.

This unique media consumption data enabled Allied to revise their policy on television buying across the network, resulting in 35% of Allied's TV airtime budgets working significantly harder - saving an estimated £1m per year.

relevant media visibility, maximised