Relating Products to TV Program Clusters

Henry Assael and David F Poltrack

A key issue in media selection is selecting combinations of programs most likely to be viewed by the targeted product user or owner group.

Relating Products to TV Program Clusters

Henry AssaelNew York University andDavid F. PoltrackCBS Television Network

A key issue in media selection is selecting combinations of programs most likely to be viewed by the targeted product user or owner group. Media models might provide weights by criteria of cost, reach and frequency for targeted groups relative to program ratings in selecting such a combination of programs. But the question remains whether more direct selection is possible by linking combinations of programs to product usage or ownership.

OBJECTIVES

Two joint-space models are used to...

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