Sharper targets: more efficient schedules?
How 'TGRs' - coupling TGI to BARB - can sometimes give planners a significant competitive edge
Nikki Messham
Demographics such as social grade are a handy surrogate for product use and viewing patterns in planning schedules. By identifying product users with the TV programmes they watch, the 'single-source' TGI data seem to go one better, but have limitations. For some time, a few major players have used a sharper planning tool -Target Group Ratings (TGRs), produced by 'fusing' TGI data onto the more up-to-date and sensitive BARB numbers. Complicated? Not really. This paper strips the...