Eagle Boys to steer media buying via econometrics

Eagle Boys has completed a study of its advertising spend, the results of which the pizza maker will use to plan its future media buying.

The study included the impact of Eagle Boys’ advertising spend on store traffic and average transaction value during the past 18 months.

The company, which operates more than 320 stores across the country, said it can now better determine what future advertising levels are needed in individual markets to achieve set store traffic numbers and average transaction value.

Eagle Boys Group Executive Marketing Christine Hooper said, “By embracing econometrics we have been able to analyse all our markets and really appreciate the impact increased and decreased media buying will have on store traffic and average transaction value in those areas.”

The said approach has also given Eagle Boys the ability to invest in 52 weeks of television advertising this financial year for the first time in the company’s 23 year history, added Hooper.

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