Two views of TV scheduling - how far apart?
Erwin Ephron of Ephron, Papazian & Ephron Inc, and Simon Broadbent, consultant to Starcom Media Services, debate whether the simplicity of the recency approach should override more complex and longer-term considerations
Erwin Ephron & Simon Broadbent
This discussion focuses on how to schedule television. The task is to allocate a given budget across the period of a year. The goal is to obtain the greatest effect on sales.
Simon Broadbent and Erwin Ephron are identified as poles apart on this issue. Broadbent champions adstock and situation-specific modelling solutions. Ephron...