Pan-European TV research: an advertiser's view

Karen Dixon-Ware

Multi-country advertisers need multi-country audience research, with comparable data between different countries.

Pan-European TV Research: an Advertiser’s View

Karen Dixon-Ware McDonald’s Europe

Before directly addressing my subject I would like to start by saying that it isnot4y intent to suggest that 'the American way’ is the 'right’ way, whether we are speaking of research or of broadcast regulation.

If we could step backwards to 20 years ago, before heavy viewer fragmentation, I could save tremendous sums of money (even if audiences were sold then at today’s prices). The clutter and fragmentation of viewing in the US TV environment forces us to buy heavier weight levels to achieve impact or stimulate purchase...

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