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...