Maximizing Internet Advertising Efficiency
Capitalize on the demographic drivers of internet usage
Lisa Sharkis Director of Product Methodology of Media Metrix, United States. andSteve Coffey Executive Vice President of Media Metrix, United States.
INTRODUCTION
Television ratings data, as with most media research, present the size of the audience, showing the ability of the program to attract viewers. Each viewer is counted once, presenting a unique audience estimate. This unique figure works well for the television market, indicating the size of an audience it attracts, and hence, the number and type of people exposed to an ad...