Buying, viewing and ad effects

Two of the UK's most widely used marketing tools are AGB Superpanel (which tracks what people buy) and BARB television audience data (which tracks what they watch).

TV exposure, brand buying and ad effects

Fusing AGB and BARB panel data: sharper targeting, better evidence of how advertising performs?

Andrew Roberts

Two of the UK's most widely used marketing tools are AGB Superpanel (which tracks what people buy) and BARB television audience data (which tracks what they watch ). Both are continuous panels and have substantial samples.If only the two were a single source, marketers' ability to plan, measure and understand advertising effects would be greatly improved, but at enormous cost. An alternative is to `fuse' the information. The following paper describes the early findings and...

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