The contribution of magazines in mixed TV-print schedules

Michelle de Montigny and Roland Soong

This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules.

The Contribution Of Magazines In Mixed TVPrint Schedules

Roland SoongKantar Media Research andMichelle de MontignyKantar Media Research

Introduction

In Brazil, as in many other countries, television accounts for the majority of advertising spending. Yet there is also a healthy and robust magazine industry in Brazil. The largest Brazilian newsweekly, Veja, has a weekly circulation of over one million.

Given these market conditions, mixed televisionprint campaigns are common in Brazil, especially for the two largest markets, So Paulo and Rio de Janeiro, so that there is the need to address how to evaluate these schedules in terms...

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