Single source - a new analysis

Simon Broadbent

More information is available from single source panels than is often realised. This includes descriptions of the category, of the brand, the associations between brand share and price, demographics, weight of viewing and recent viewing.
  

Single Source New Analyses

Simon BroadbentThe Brand Consultancy

Introduction

Single source means the collection of media exposure data (here TV) from informants in a panel, who also record their purchases. These show what brand was bought, in what pack size and at what price plus some promotional data. The demographics of the shopper and of her (or his) household are known.

The data can describe the TV viewing of targets defined by their buying behaviour. Roberts (1996b) has suggested that TV buying efficiency can be increased by 5% to 30%...

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