Media scheduling and targeting: Scheduling televisio...

 

In this article, Andrew Roberts, of TNS, and Lucy Bristow, market insight controller for Sky Media, describe how, using single-source data (made up of the Skyview panel and TNS Worldpanel overlap), th ...

This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology. It is derived from the empirical application results of TV advertisement s ...

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly ...

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 ...

Super Bowl advertising receives considerable media attention each year, in part, because of the large TV audience the event attracts. Since 2000, advertisers have spent an average of over $2 million t ...

Discusses the importance of the Super Bowl for American advertising. The audience is huge. According to industry calculations, more than two out of three viewers of Super Bowl pay attention to the ads ...

Andrew Green notes that more and more advertisers are prepared to pay increasingly high costs for prime time spots. He asks is it worth it as more viewers time-shift and zap commercials, and no peak p ...

Since entering the local market ratings arena in 1996 there has been considerable interest in ADcom’s set meter panel (with viewers modeled) as an alternative to the current people meter panels).1) AD ...

The author considers the future of network broadcast TV in the US from the perspective of the media planner/buyer. He argues that emerging technologies should force a re-think about how schedules are ...

The current U.S. recency-based scheduling model focuses entirely on the short-term effects of advertising, arguing that in competitive markets the data show that response to advertising dissipates rap ...

The paper reviews the fundamental aspects of TV planning, including: scheduling issues and principles, choosing programmes, optimisers, commercial length, seasonality, regionality and channel choice. ...

This 'best practice' piece on television planning examines TV purely as a solus medium and ignores media mix effects. It provides a checklist of the issues to be considered in TV scheduling and the k ...

The paper describes a strategic market research investigation conducted throughout Latin America. The primary objectives of this investigation focused on segmenting the television viewing audience; de ...

The purpose of this study is to provide clear insights into the function and meaning television soap operas in everyday life, particularly for male viewers. Results suggest that male soap opera viewer ...

Some criticism has been raised that tracking systems are inefficient (and do not provide the information needed) when making important media strategy and optimisation decisions. 0MD Denmark has been w ...

As we think about data fusion, I'm reminded of the 17th Century character who exclaimed, 'Good heavens! For more than forty years I've been speaking prose without knowing it.' I suppose today that wou ...

This author maintains that improving the return on investment of marketing requires a shift to consumer-centric marketing (CCM) - this involves identifying the best sales prospects, distributing where ...

The authors recently analysed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis. The purpose of the analysis ...

This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that desc ...

This paper develops NBD models and new evaluation methods for estimating the reach and frequency distribution. The models were developed in order to address the radio industry's requirements of 'fligh ...

Discusses CIAMediaLab's multiple study of commercial recall, based on fieldwork by Broadcast Research in 1999. Results were merged with similar work for GMTV: the combined study allowed examination of ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1979, this ...

Through the years, advertisers have targeted similar groups demographically, using age and sex to define the group. The 18-49 and 25-54 age groups have become the standard catchall demographics. Until ...

Scheduling is a lot like farming. It starts with a bag full of exposures and sows them across a target population, in a pattern that, hopefully, will grow the most sales. The best scheduling accompl ...

Weighted Audience Rating Points measures value in a way that is more accurate than simply classifying exposures as valuable or worthless. The use of WARP statistics does not imply or move towards bro ...

This article describes a systematic approach to scheduling on the basis of modelled brand data of a collection of 113 grocery advertising case histories from eight countries, covering over 16 categori ...

Debate between proponents of alternative views on TV scheduling. Simon Broadbent champions adstock and situation specific modelling; Erwin Ephron focuses on a simple recency model of short-term effect ...

Describes with examples from Superpanel/mediaSPAN data the benefits of basing media planning on purchasing behaviour, derived from single-source data, rather than demographics.

Argues that for fmcg products highly targeted segmentation is less efficient for stimulating brand growth than old-fashioned large-scale sampling, since the appeal of most of these products is not clu ...

Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. B ...