Proposal for reach and frequency calculation in a continuous panel

Luisa Hinojosa Streber and Jose Jara Elias

The objective of this study is to give an answer to the needs, inquires and difficulties faced by the Mexican advertising industry regarding the Reach and Frequency calculation for TV audience in a continuos panel by electronic measurement.

Proposal for reach and frequency calculation in a continuous panel

Jos Rubn Jara Elas and Luisa Fernanda Hinojosa Streber IBOPE AGB, Mexico

FRAMEWORK

In Mexico, as well as in most of the countries we work with a continuos panel for TV audience measurement, basically because this enables to monitor the TV viewing habits of the TV audience.

According to the later, the operation reveals accurate figures and it is functional for it is possible to install people meters (electronic measurement instrument) in the TV households, providing information to the media analyst, not only for the one moment...

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