Target group ratings:
Fusing of BARB and TGI
Sarah O'Brien
Material from this paper was presented in Amsterdam by BMRB's Richard Bedwell. Here its author, Sarah O'Brien, explains the potential for significantly more effective TV advertising targeting of fusing two of the most heavily-used UK media planning currencies. Work on the Target Group Ratings project continues: here she reports on the first exploratory fusion conducted, using the Anglia region, a significant degree of discrimination seems detectable between different product user groups viewing specific times or programmes. Product user areas examined include hair care products (gel and mousse vs home perm...