Media Planning

Mixed-Media Planning for the 21st Century

Michelle Crellin,
Matthew Dodd,
News International

Research that can provide mixed-media reach and frequency has been a long time in the making. A combination of cost, politics and methodology debates has meant that this glaring gap in media research has been difficult to fill.

That has now changed with the launch of an innovative planning tool, Mercury. Mercury uses data fusion to bring together media currencies, enabling users to analyse schedules across media. Phase one, released in Spring 2002, includes TV and press. Subsequent phases will include other media.