×
You will be redirected back to your article in seconds

Subway Teams With Foursquare to Measure TV Ad Effectiveness

Location-technology company Foursquare wants to get in on the race to devise a better yardstick to measure the effectiveness of TV commercials.

Sandwich-chain Subway has agreed to use Foursquare’s attribution technology that measures how effective TV ads are at driving consumers to stores, restaurants and other retail outlets. The partnership helps to illustrate the growing demand Madison Avenue is putting not only on how many consumers their commercial reach – typically gauged by data providers such as Nielsen – but also on whether those ads actually prod potential customers to consider a purchase of the product being advertised to them.

The technology “allows us to have even more accountability for every dollar spent on behalf of our franchisees,” says Melissa Sutton, Subway’s director of media. By attempting to tie commercials to purchase behavior, “we’re able to gain a more holistic understanding of the role TV ads play in our broader media plan, and identify the combinations of media, channels, and creatives that drive the most return on investment.”

It is something advertisers have long said they need: proof their many 6-, 15-, 30- and 60-second commercials result in consumer activity. As the linear TV audience has dispersed among streaming video, DVR playback and many other methods of consumption, the industry is struggling to count viewers in a way advertisers will support. Despite the rise of mobile tablets and subscription video on demand, most TV networks continue to derive the bulk of their ad revenue based on the number of linear viewers their TV shows attract.  Linking ad exposure to a purchase or response could give TV networks reason to seek premiums from sponsors, said several of the executives involved in the new effort.

Foursquare has offered the technology since 2016, but the field is crowding as more advertisers obtain more granular measures of their advertising. A+E Networks, for example, last month said it would measure such elements as foot traffic, sales and website traffic in a bid to tie results to a schedule of TV commercials. AT&T’s Turner has also begun to guarantee specific business outcomes as part of ad sales.

Foursquare matches exposure to TV ads measured by a partner, Inscape, to a consumer panel.

“TV is a critical part of the media mix and being able to measure it, alongside digital, is a necessity of any solution,” says Jared Hand, vice president of national sales of Foursquare.

More TV

  • Netflix's Lisa Nishimura Named Indie Film,

    Netflix's Lisa Nishimura Named Indie Film, Documentary Features Head

    In the wake of Bela Bajaria’s recent move to lead Netflix’s international non-English original TV series, the online streamer is shuffling its leadership team to more clearly distinguish between development of its English and non-English language content. As a result, Netflix has elevated Lisa Nishimura to vice president of independent film and documentary features, a [...]

  • Family Guy Bob's Burgers

    Fox Entertainment Lays Out Programming Slate in Post-Disney Merger Sizzle Reel (Watch)

    Fox Entertainment unveiled a new sizzle reel on Wednesday night in the wake of the Disney-21st Century Fox merger officially closing, with the broadcaster touting its current series roster. The video features both scripted and unscripted programming across Fox’s lineup. Among the shows featured are legacy series like “The Simpsons,” “Family Guy,” and “Empire.” In [...]

  • Katherine Heigl

    Katherine Heigl Cast as Lead in CBS Comedy Pilot

    Katherine Heigl has been cast as the female lead in the CBS comedy pilot “Our House,” Variety has learned. The show centers around a devoted mom (Heigl) and dad, who are committed to raising their children with the love and support the mom never got as a kid, but discover how difficult that is with her insane [...]

  • Jussie Smollett Lee Daniels

    Lee Daniels Reveals the 'Empire' Team's 'Anger' and 'Sadness' at the Jussie Smollett Fallout

    In a video posted to his Instagram Wednesday afternoon, “Empire” creator Lee Daniels has let everybody know how he feels about the Jussie Smollett “incident.” “These past couple of weeks have been a freakin’ rollercoaster,” Daniels said in the video. “Me and my cast have experienced pain, anger, sadness and frustration, and really don’t know [...]

  • WGA Agents Contract Tug of War

    WGA Leaders to Meet With Showrunners on Agency Packaging Fight (EXCLUSIVE)

    WGA leaders are set to meet Wednesday night with a group of showrunners who are raising concerns about the guild’s handling of negotiations with talent agents over the issue of packaging fees and agency-affiliated productions. The meeting is set for 7:30 p.m. at WGA West headquarters. WGA West president David Goodman is expected to attend. [...]

  • 'This Is Us' Composer Siddhartha Khosla

    'This Is Us' Composer Siddhartha Khosla Signs With ASCAP

    Siddhartha Khosla, one of the busiest composers in TV with ongoing assignments for “This Is Us,” “The Kids Are Alright” and “Marvel’s Runaways,” has made the move to ASCAP, the performing-rights organization announced Wednesday. For all of his steady television gigs, “This is Us” remains by far the most prominent, partly because he provides prominent [...]

  • Kate Mulgrew

    TV News Roundup: Kate Mulgrew Among Three to Join 'Mr. Mercedes' Season 3

    In today’s roundup, TBS announces cast members for Nasim Pedrad’s upcoming pilot series “Chad” and “Mr. Mercedes” gets three recurring guest stars. CASTING TBS has announced the series regulars for its upcoming pilot “Chad,” created by “Saturday Night Live” alum Nasim Pedrad, who plays the titular 14-year-old Persian boy. Ella Mika portrays Chad’s younger sister Niki, [...]

More From Our Brands

Access exclusive content