×
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

  • Kenan Thompson

    NBC Orders Comedy Pilots 'Saving Kenan' and 'Like Magic'

    NBC has ordered comedies “Saving Kenan” and “Like Magic” to pilot. “Saving Kenan” is a single-camera comedy starring “Saturday Night Live” veteran Kenan Thompson as a “newly widowed dad determined to be everything for his kids while begrudgingly letting his persistent father-in-law become more involved in their lives.” Jackie Clarke will serve as writer and [...]

  • The First -- "The Choice" -

    'The First' Canceled at Hulu After One Season

    Hulu has grounded the space exploration drama “The First” after one season, Variety has confirmed. The series hailed from Beau Willimon and starred Sean Penn and Natascha McElhone in Penn’s first regular television role. “The First” was set in the near future and followed the first human mission to Mars. Hulu gave the show a straight-to-series order in [...]

  • Nicole Maines Supergirl Trans Hollywood Portrait

    TV Roundup: 'Supergirl' Drops First Look at Nicole Maines as TV's First Trans Superhero

    In today’s TV News Roundup, The CW releases a first look at Nicole Maines on “Supergirl” and Variety unveils an exclusive look at Gabriel Iglesias’ new comedy special.  FIRST LOOKS truTV has released the first trailer for season 2 of Emmy-nominated series “At Home with Amy Sedaris.” The variety sketch comedy returns Tuesday, Feb. 19 at [...]

  • The Beatles Eight Days a Week

    Imagine's Documentary Arm Sets First-Look Pact With Apple (EXCLUSIVE)

    Brian Grazer and Ron Howard’s Imagine Documentaries has set a first-look pact with Apple to develop non-fiction features and series. The deal comes as Imagine is investing heavily in the premium non-fiction arena. The company in June recruited RadicalMedia veteran Justin Wilkes to head Imagine Documentaries as president. The deal suggests that Apple sees docu [...]

  • Fyre Festival Documentaries: The 10 Most

    Fyre Festival Documentaries: The 10 Most Outrageous Moments

    It is perhaps only fitting that two documentaries about the disastrous Fyre Festival, one of the most high-profile fraudulent failures in history, would arrive during the same week — a fitting cap on a tragicomedy of errors that, as both films outline in excruciating detail, unfolded like a slow-motion plane crash in the spring of [...]

  • Walt Disney HQ LA

    Disney Unveils Financial Data for DTC Unit, Sets April 11 for Investor Presentation

    Disney has rejiggered its business segments for earnings reporting to make room for the new unit housing its global streaming operations. Disney on Friday released restated earnings for fiscal 2018, 2017 and 2016 to give investors and financial analysts better visibility into its spending on the launch of the Disney Plus, ESPN Plus and other [...]

  • annapurna logo

    Annapurna TV Taps Amazon's Patrick Chu as Senior VP, Promotes Ali Krug

    Annapurna TV has brought on Patrick Chu as the division’s new senior VP. Prior to that, he had served as an executive for Amazon in drama, production, and development, where he oversaw small-screen adaptations of “Hanna” and “The Hunt.” He will develop and produce new TV projects, focusing on drama, at his new role at [...]

More From Our Brands

Access exclusive content