CCC Marketing begins sales of TV commercial slots in the Kansai and Chukyo areas

2021.10.05 Press Releases
CCC Marketing Co., Ltd.

-Following the Kanto key stations, a total of 15 stations will be included! One-stop service for planning, buying, and verification of TV commercials-

CCC Marketing Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kitamura Kazuhiko), which operates a marketing solutions business based on unique data*1, is pleased to announce that it has begun selling its ``TV Commercial Circular Marketing'' service to advertisers and advertising agencies nationwide, which uses marketing data*2 that combines purchasing data from over 70 million T members with television viewing data from approximately 460,000 people across Japan, enabling seamless planning, buying, and verification.Following the launch of the service in July 2021 for the five key stations in the Kanto area, the service will now be available to the five secondary key stations in the Kansai area and the five wide-area stations in the Chukyo area from October 2021.

Up until now, CCC Marketing has provided comprehensive marketing support to advertisers and advertising agencies nationwide, using marketing data to analyze issues, set targets, and provide media planning for promotional media such as digital advertising and direct mail, as well as verifying effectiveness. In 2020, we launched the "MKW Program Optimizer*3," a TV commercial advertising analysis tool that uses marketing data linking TV viewing data and purchasing data from the Kanto, Kansai, and Chukyo areas to compare and discover the program combinations that will be most effective for your marketing targets. In 2021, we began selling TV commercial slots on the five major commercial broadcasters in the Kanto area, and have received inquiries from over 100 companies.

In response to requests from advertisers and advertising agencies across the country, we will now begin selling TV commercial time slots at five secondary stations in the Kansai area and five core stations in the Chukyo area. In addition to local time, by linking unique data to TV commercial slots sold through SAS (Smart Ad Sales)*4, it is possible to reach detailed marketing targets that were not possible with demographics, and to design combination slots based on a variety of KPIs such as FQ (frequency) per person, reach efficiency (CPM), and cost per impression (imp). This will enable us to realize "circular TV commercial marketing" that allows us to plan, buy, and verify the effectiveness of ads in the optimal amount in the optimal slots all in one go.

In addition, due to changes in consumer behavior in the new normal era, the combined use of digital advertising and other methods is becoming increasingly necessary. By collaborating with the various solution media developed by CCC Marketing*5, cross-media marketing planning is also possible, which can be expected to produce even greater ROI. This service, based on data held by CCC Marketing, visualizes the purchasing effect of "whether or not people who came into contact with digital ads or TV commercials actually purchased company brand products in stores" using a single ID. It is a circular marketing service original to CCC Marketing.

CCC Marketing believes that "unique data can be used to solve problems."" is our key message, and we aim to be a company that uses technology, communication skills, and proposal capabilities to solve the problems faced by a wide range of companies, based on the valuable and diverse data we receive from consumers.

[Outline of "Circular TV Commercial Marketing"]

① Advertising planning
・Possible segments: Segments can be set from the advertiser's perspective, including those with purchasing experience, gender and age in one-year increments, and other basic demographics (children, car ownership, household annual income, etc.).
・Evaluation indicators: reach rate, reach population, FQ, cost per impression, etc.
・Cross-media evaluation: It is possible to link with the various solution media developed by CCC Marketing using the above segments and evaluation indicators (https://biz.cccmk.co.jp/services)

② Buying (sales agency)
・Target areas and TV stations: Additional stations: 5 Kansai commercial stations (Yomiuri TV, Asahi Broadcasting Corporation Television, Mainichi Broadcasting System, TV Osaka, Kansai Telecasting), 5 Chukyo commercial stations (Chukyo Telecasting, Nagoya Telecasting, CBC Television, Television Aichi, Tokai Telecasting),
Existing stations: 5 commercial stations in the Kanto region (Nippon Television Network, TV Asahi, TBS Television, TV Tokyo)
Kyoto, Fuji Television)

③ Effectiveness verification
・Verification of purchasing behavior: Purchase data and TV viewing data of over 70 million T members are combined
Using a large-scale database linked by ID, we verify the purchasing behavior of marketing targets after TV commercials are aired.

*We also offer menus to meet various requests.

*1 Unique data refers to over 70 million single IDs, over 5 billion purchasing transactions per year, 6 billion types of product data handled by a network of 200,000 stores, customer DNA persona data consisting of thousands of items, offline and online movement and behavior data, media contact data, and CCCMK Group's original enhanced data.
*2 These figures are as of the end of September 2021 and have been statistically processed to prevent individuals from being identified.
*3 This is an analytical tool that utilizes marketing data that combines TV viewing data and purchasing data from 460,000 people in the Kanto, Kansai, and Chukyo areas to compare and discover the optimal program combinations that will have the most impact on various marketing targets.
(https://www.ccc.co.jp/news/2020/20201110_001965.html)
*4 Unlike traditional program sponsorship (time) or GRP purchase (spot), this is a new buying method that allows you to purchase "15-second commercials in units of one."
*5 When sharing data with each media outlet, processing will be carried out in accordance with the policies of each media outlet, and data will only be shared to the extent necessary for ad delivery.
*We take our customers' privacy into consideration when we do our business. For details regarding the handling of customer information, please click here (https://www.ccc.co.jp/customer_management/) for more information.

Materials related to this matter

CCC Marketing begins sales of TV commercial slots in the Kansai and Chukyo areas

Inquiries regarding this matter
[Inquiries from the press]
CCC Marketing Co., Ltd. Public Relations: Nakagawa
TEL: 03-6800-4464

[Sales inquiries]
CCC Marketing Co., Ltd.
Media Agency Unit
MAIL: mediaagency@ccc.co.jp