Joint Probabilisation of Audience Data Provided by Different Surveys

Jean Luc Stehle, Pascal Mauris and J-L Chandon

This communication presents an audience probabilisation method taking into account different surveys (cross-sectional GRP data surveys, audience panels, consumer panels, etc.).

Joint Probabilisation of Audience Data Provided by Different Surveys

Professor JeanLouis Chandon AixenProvence UniversityPascal Mauris MdiamtrieProfessor JeanLuc Stehl  cole Centrale Paris France

INTRODUCTION: WHY DO WE NEED A NEW PROBABILISATION METHOD FOR RADIO DATA?

Probabilised audience data are used in most media planning applications. In a probability file, sociodemographic data are provided for each individual along with, for every radio station, the probability that this individual will listen to that station, for a given quarter of an hour.

The initial data come from different surveys using different respondents. A panel allows tracking of...

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