Multimedia Audience Measurement

Peter Masson
Bucknull & Masson International Media & Research
Sue Elms
Carat Group UK

When we evaluate different schedules in a single media currency (like the NRS or BARB in the UK) we use very simplistic measures of (relative) 'effect' when comparing one schedule with another. We compare gross contacts delivered, the different (net) people delivered and perhaps the net at three or more or five or more exposures. In this, we assume that the contact distribution across time of the schedules is constant and the exposure opportunity delivered by each of the scheduled media has the same effect.