Changes in the geography of customer acquisition prompted First Direct to re-evaluate regional TV investment weights.? This review was based entirely on a customer value model built from 580,000 individual records. This is the first time such an approach has been used for setting above-the-line media investment. As a direct consequence of these investment changes, incremental revenues to First Direct are estimated to be £3.8m. Such success clearly demonstrates the value in adopting this pioneering approach to above-the-line media planning