Four week radio survey
Evaluating models for extended reach and frequency
Alexandra Lyall Federation of Australian Radio BroadcastersMark Neely ACNielsen andCampbell M. Rungie University of South Australia, Centre for Industrial and Applicable Mathematics
INTRODUCTION
This paper exists because there was a need in the Australian radio industry for new models which could estimate the reach and frequency distribution for extended radio advertising schedules. This reflected the increased use of radio in extending advertising schedules over longer campaign periods. A four-week radio survey was conducted to provide empirical validation for the new models. This data...