AE Closes $70,000 TV Ad Campaign with AdMall Insights

How to differentiate from others in the market with a TV ad campaign?

Sara Kronenberg, an account executive from Hearst TV, is a multiple-time Sell Smarter! award winner. Knowing how to sell with AdMall, she had what she needed to craft a TV ad campaign with a local roofing company.

“The account is a roofing company based out of northern California,” said Kronenberg. “They were facing awareness and lead volume issues.”

What AdMall data did Kronenberg use?

“I leveraged AdMall research to demonstrate how roofing consumers spend their time and which advertising channels influence them most,” said Kronenberg.

“My conversation with the prospect [focused on the] one thing that stood out strongly: roofing consumers are very engaged with live sports. That gives us the ability to put their message in front of homeowners during content their targets actively seek out and watch in real time.”

“The AdMall [AudienceSCAN report] also showed that nearly 78% of roofing shoppers reported responding to television advertising, making it one of the highest-performing advertising channels in the study and significantly above the national average.”

“Instead of talking about impressions or ratings, I translated the data into a business outcome: ‘The homeowners most likely to need your services are telling us they respond to television advertising.’ That's important because it means TV isn't just creating awareness; it's helping influence action.”

What was the result?

“The prospect didn't feel like they were being sold advertising [when speaking with me],” said Kronenberg. "They felt like they were being shown who their future customers are, what those customers watch, which advertising channels those customers respond to, and how to create preference over competitors."

“The AdMall research gave objective, category-specific proof that television was an effective way to influence roofing consumers, helping move the conversation away from media costs and toward customer acquisition and business growth. We secured $70,200 in Q2 2026.”

You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 16th year, this in-depth analysis of over 20,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Roofing/Siding Contractors

Roofing contractors repair, replace and maintain roofs on residential, commercial and industrial buildings. Most roofers learn this trade with on-the-job training, and a formal apprenticeship training program can last up to three years. Roofing companies may also sell services such as insulation and siding and therefore present themselves as experts on maintaining the exterior materials of homes and buildings.

The outlook for the industry is about even with general economic growth. Installation of roofs on new buildings is closely linked to the general housing and construction market. Key industry issues include the costs of liability insurance and materials, as well as the difficulty in finding local employees to take these positions, which has often led to the hiring of immigrant and sometimes illegal laborers. Immigration policies will have a major impact on this industry.

The U.S. has about 101,679 roofing companies. Revenue totals $76.4 billion.

Roofing contractors are experiencing strong demand, with 78% anticipating growth in 2026 and 89% expecting growth over the next three years. The roofing market overall is growing at 4% to 5%.