Media scheduling and carryover effects

Hank Bernstein
Starcom MediaVest Group


Kate Lynch
Starcom MediaVest Group

We appreciate the opportunity to comment on Ephron & McDonald's paper (1). We note that our former colleague, Simon Broadbent, the founder and champion of the concept of Adstock, would have written this response except for his untimely passing.

Discussions about Adstock and recency, shortterm and longterm effects, continuity and flighting, are vital to an enrichment of our understanding of media impact, in principle and practice. Such debate will lead to better models, better planning and better accountability.

Adstock, a respected and widely used concept