TV Buying using Moneyball

Watching Moneyball the other night I realised that it is very similar to our job.

In the film Brad Pitt (Billy Beane) uses statistics to win at baseball.  In media smart clients use measureable data to buy undervalued spots.  Stupid clients pay too much for overvalued spots - principally major events, in prime time & first in break.  The famous Superbowl buy is a classic example of this.  Although it might be the exception that tests the rule as it has become an industry creative showcase.

P&G and Masterfoods have famously been using Moneyball TV buying techniques since the invention of the peoplemeter.  Other clients have been slow to copy them.  Obviously to their advantage.

I can now only pray that the FSG Sports group can repeat their success with the Boston Red Sox with Liverpool, their other red socks team.