Radio’s unique contribution to the media mix according to PPM’s 'real' cross-media measurement

This investigation identifies the planning/selling situations where radio contributes substantially to the media mix.

Radio'S Unique Contribution to the Media Mix According to PPM'S “Real” Cross-Media Measurement

Roberta M. McConochiePortable People Meters, Arbitron Inc., United States

Beth UyencoOMD, United States

Kevin KillionStone House Systems, Inc., United States

INTRODUCTION

Background

Current estimates of radio's unique contribution to cross-media reach may provide a flawed foundation for business decisions. The authors have demonstrated that typically used random estimates of duplication and unique reach differ from “real” cross-media data captured by Arbitron's Portable People Meter (PPM) (McConochie and Uyenco, 2003). Though some of the difference is systematic, other differences concentrate in specific targets and types...

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