Apples and pears? - improving on '30-second equivalents' in the evaluation of TV campaigns

Tony Crane

30-second equivalent calculations are used to compare dissimilar TV campaigns, but have flaws, because they distort the `dimensions' in the spots being compared.

Apples and pears?

Improving on '30-second equivalents' in the evaluation of TV campaigns

Tony Crane

30-second equivalent calculations are commonly used to compare dissimilar TV campaigns, but have flaws. A proposed new 'Index Rating' would provide a clearly defined one-figure measurement to rate a campaign against competitive activity, or some other benchmark.

In 1978, I was asked by Valerie Baker, then client service manager at MEAL, if I would attend a meeting at Ogilvy Benson & Mather in her stead. I think the meeting was called under the auspices of the MRG: Fiona Lilley and John Pummell from OB&M...

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