The marriage of BARB and G-Track: a data fusion case study

A case history demonstrating how easily television audience data from one survey (BARB) can be linked by fusion techniques to product usage and attitude data from another (Granada's G-Track omnibus survey), in order to achieve more precise and relevant targeting of television media schedules.

The Marriage of BARB and G-Track: A Data Fusion Case Study

Sarah O'Brien Research Manager,GranadaTelevisionandSteve WilcoxTechnical Director,RSMB Television Research

As advertisers attempt to be ever more sophisticated in the targeting of their campaigns and TV companies to sell their air-time more efficiently, there is a growing dissatisfaction with the range of classifications available on the BARB panel. But what can be done? Perhaps one or two product-related questions could be added to the survey, but no more – the risk to the currency measurement is too great. And a panel operation certainly could not...

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