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...