Estimation method for media audience duplication

This paper describes a method for evaluating multimedia campaigns which consolidates the frequency distributions from the individual schedules of different media into a single distribution.

Estimation method for media audience duplication

Patricio Moyano Galdames and Orlando Muñoz BalmacedaTime Ibope, Chile

Elias Selman CarranzaIbope Time Pacific, Chile

OVERVIEW

Modeling the duplication of vehicles audiences has a long history in our field, both successful and unsuccessful, from Agostini's method,1 with its controversial K constant, to the more broadly accepted Metheringham Method (Beta Binomial Distribution).2But this outstanding pioneer in the study of audience duplication phenomena left us with a serious problem: the decline of reach in the case of the addition of a spot with a lower average rating than...

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