Linking sales tracking data to television viewing
Sue Elms of Initiative Media tackles the problems of linking continuous sales tracking data and television viewing. How are single source and data fusion programmes developing and are the data produced reliable?
This article looks at the practice of linking continuous sales tracking data and television viewing specifically, the development of single source and data fusion programmes that could form a basis for television planning.
Interest in this area has grown, particularly since the publication of John Jones book When Ads Work (1) and debate has continued through the speeches and articles of a number of practitioners, most notably Simon Broadbent and Colin McDonald.
The basis of this article is that scanning panels can be reasonably representative of the population they are meant to cover and that, while some product sectors may never be adequately covered by such research sources, enough products are involved to make any single-source or fusion undertaking of great interest to the advertising community at large.