The Contribution Of Magazines In Mixed TVPrint Schedules

Roland Soong
Kantar Media Research
and
Michelle de Montigny
Kantar Media Research



Introduction

In Brazil, as in many other countries, television accounts for the majority of advertising spending. Yet there is also a healthy and robust magazine industry in Brazil. The largest Brazilian newsweekly, Veja, has a weekly circulation of over one million.

Given these market conditions, mixed televisionprint campaigns are common in Brazil, especially for the two largest markets, So Paulo and Rio de Janeiro, so that there is the need to address how to evaluate these schedules in terms of impressions, reach, exposure frequency and so forth. In this paper, we will concentrate on the estimation and study of the net reach (or coverage) of mixed televisionprint schedules.

Background