Media planning: Coverage, reach

 

Michael Lieberman, founder and president of Mutivariate Solutions, explains some of the most popular uses for the statistical optimisation tool - 'Totally Unduplicated Reach and Frequency' (TURF) anal ...

Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media are changing too. Considering that we face a new media environment and that we ...

Internet audiences in the Netherlands are now measured in a unique panel survey, Webmeter. The aspect that makes this survey stand out in comparison to other methods is the measurement of individuals’ ...

The purpose of this paper is to define the principles, research methods, and techniques used in the integration of panel centric and server centric audience measurement data. Panel-based audience meas ...

This paper briefly outlines the accountability and data integration issues prevalent in our industry today and briefly discusses data limitation concerns which are having the greatest impact. It then ...

In this article, Ira Carlin, chairman of MAGNA Global Worldwide, offers a view of how media planning will look in 2010. The author reviews the evolution of media planning, and then looks at how recent ...

In his regular look at the US media industry, Joe Mandese perceives an end to broad-shot media campaign assaults – tomorrow’s media strategists need to discern smaller, more discrete pockets of opport ...

In this instalment of ‘Best Practice’ Colin McDonald examines the issue of reach (or cover) and frequency of advertising exposure. He reviews the many theories and styles of scientific media planning ...

Programme Ratings, both actual and forecasted, are the trading currency of the TV industry and therefore the key piece of information that any operator involved in the TV business is mostly interested ...

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs ...

This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a teleph ...

Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the ...

Lisa Beaumont, head of media services at TNS, shows how single-source panel data can improve media planning, especially in the area of optimal flighting patterns. She describes five steps in the medi ...

This paper describes the utilization of GPS/cellular technology to record routes/distances travelled by respondents and therefore the opportunity to be exposed to outdoor advertising, providing the op ...

The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives. Included is a discussion on methodolog ...

This paper describes the development by Initiative Media of Matrix of a new tool for optimizing multi-media campaigns, based on a survey held in 12 countries amongst over 24,000 respondents, the main ...

This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules. The data were obtained by a fusion between the people meter panel and a consume ...

The tools available to support Internet-related media planning and buying are in their early stages of development. Being mostly impression and/or page view-based, these tools are unable to account fo ...

Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number o ...

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class ...

Erwin Ephron and Melissa Heath of Kantar Media Research argue that whilst repetition is essential to effective advertising there is a bigger issue to be addressed; that is what is the best way for a b ...

This paper argues that whilst repetition is essential to effective advertising there is a bigger issue to be addressed; that is what is the best way for a brand to spend available money? The starting ...

Discusses how to build television coverage. Optimisers are not enough. There is a need to differentiate between the ability of different programmes to deliver coverage: the industry currently has no t ...

An expert review of the debates surrounding `effective frequency'. The history of this question is covered noting the various highlights (McDonald, Krugman, Naples, Jones, Ephron), and the swing of op ...

The author starts by describing a new technique for estimating reach and frequency of Internet media schedules, based on TV measurement concepts. This reach and frequency theory is then applied to a ...

With the advent of the World Wide Web as a medium for advertisers, the issue arises to the applicability of standard reach and frequency estimation procedures for media schedules. The authors fully di ...

Discusses and illustrates how the Internet can deliver reach and frequency. Findings are based on a study done for Media Metrix utilising their Internet usage data for July 1997; full details are avai ...

Discusses and illustrates the use and advantages of television optimisers: what they can and cannot do. The main ones available are covered. TV reach optimizers are designed to use individual responde ...

The ability to evaluate a TV schedule on the basis of target audience Reach & Frequency (R&F) has become a major consideration in the assignment of media planning and buying responsibilities for major ...

The objective of this study is to give an answer to the needs, inquires and difficulties faced by the Mexican advertising industry regarding the Reach and Frequency calculation for TV audience in a co ...