Frequency & Reach Comparisons

• Identify how one product's airing schedule compares to another
• Compare this month vs last month or this year vs last year
• What is your share of voice relative to your competition and category?

Network Comparisons

• Learn which media lengths are clearing
• Understand which networks are most commonly used by category
• Compare frequency, including Short Form Direct Response, Short Form Hybrid, and Short Form Branded

Time Comparisons

• Compare and contrast data at different
  day parts, weeks, months, and years
• Look for pockets of unexploited target audiences to gain "share of voice"

Product/Campaign Comparisons

• Find out which products are using which type & style of offers (hard sell, soft sell, push to web, push to retail, phone numbers)
• Analyze refresh frequency of creatives for specific brands
• Critique elements of competitive creatives such as use of celebrities, music, messaging, unique selling proposition

Category Comparisons

• How has each category performed over time?
• Which categories are increasing, or decreasing in air time?