Media planners look beyond the numbers

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c) increasing programme differentiation.

Media planners look beyond the numbers

David Poltrack

In the past year media planning tools labelled 'optimisers' have taken the US TV advertising market by storm. These planning tools, imported adaptations of the optimisers already established in Europe, have stimulated the first substantial re-examination of the media planning process in the US.

This article does not address the impact of, or outlook for, optimisers on the US TV advertising market. Instead, it focuses on a by-product of the use of optimisers by media planners: the re-focusing of advertisers on the qualitative dimension of media evaluation.

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