The French single source experience. First applications to optimize media strategy and quantify advertising effectiveness

Laurent Spitzer and Laurent Battais

1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases.

The French single source experience. First applications to optimize media strategy and quantify advertising effectiveness

Laurent Battais Marketing Scan, France andLaurent Spitzer Marketing Scan, France

In the past years, French research on the relationships between TV and purchase data was limited to panel fusion, or to non perfect sources taking viewing habits of purchase panel households.

Single source data is now available to offer a pure link. Our first findings will be illustrated through a case-study focusing on a major brand in the yoghurt business, and more precisely on the so-called 'probio' category. These yoghurts appeared...

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