Proposal for reach and frequency calculation in a continuous panel
Jos Rubn Jara Elas and Luisa Fernanda Hinojosa Streber IBOPE AGB, Mexico
FRAMEWORK
In Mexico, as well as in most of the countries we work with a continuos panel for TV audience measurement, basically because this enables to monitor the TV viewing habits of the TV audience.
According to the later, the operation reveals accurate figures and it is functional for it is possible to install people meters (electronic measurement instrument) in the TV households, providing information to the media analyst, not only for the one moment...