Linking sales tracking data to television viewing

Sue Elms

A review of single-source data which links purchasing and television viewing, whether through single-source panels or by data fusion, and its effects on media planning.

Linking sales tracking data to television viewing

Sue Elms of Initiative Media tackles the problems of linking continuous sales tracking data and television viewing. How are single source and data fusion programmes developing and are the data produced reliable?

Sue Elms

This article looks at the practice of linking continuous sales tracking data and television viewing – specifically, the development of single source and data fusion programmes that could form a basis for television planning.

Interest in this area has grown, particularly since the publication of John Jones’ book When Ads Work (1) and debate has continued through...

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