Merging Audience Ratings and Advertising Expenditure Data. How to Better Evaluate Advertising Investment Within and Among Countries

Jesus Arroyo Santos, Jose Ruben Jara Elias and Luisa Fernanda Hinojosa Streber

This paper analyzes the difficulties faced by media professionals when handling data derived from merging advertising monitoring and ratings, with a focus on television.

The ROI of Electronic Media

Merging Audience Ratings and Advertising Expenditure Data How to Better Evaluate Advertising Investment Within and Among Countries

Luisa Fernanda Hinojosa Streber Jos Rubn Jara ElasandJess Arroyo SantosAGB Mexico, Mexico

SUMMARY

Electronic media ratings are used mainly to a) make programming decisions; and b) buy and sell commercial time. This contribution focuses on the commercial area and discusses specific proposals to merge audience ratings with advertising expenditure monitoring (ADEX).

The main proposals included in this paper address the following problems:

  • Each advertiser requires unique classification systems to:...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands