Daily Reach Using SMS
Measuring and reporting reach in real time
Leif WidmanDagens Nyheter andLena VogeliusWireless Opinion Scandinavia AB
Introduction
The rate card of a television station is based on how many GRPs (gross rating points) the station delivers, that is, how many people watch a particular programme or commercial. People meter panels deliver the GRPs every day. The rate card of a newspaper, however, is based on the reach the newspaper has had months or even years before the advertisement appears in the newspaper. Newspaper reach is therefore based on historical data that an independent...