How do I combine campaign performance estimates for different media?

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work.

How do I combine campaign performance estimates for different media?

Andrew GreenZenithOptimedia

BACKGROUND

Media research around the world is primarily funded by media owners. Because they compete with each other for audiences and for advertiser budgets, working together in the audience research area for the good of all has never been easy for them.

Instead, each medium has evolved its own approach to audience measurement over the years. Planners and buyers, often increasingly specialised themselves, have become accustomed to dealing with each individual medium in its own silo.

THE ISSUE

The television industry is expected to deliver audience numbers...

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