The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth
Edith G. Smit and Peter C. Neijens
University of Amsterdam
INTRODUCTIONReach and frequency are key concepts advertisers face when selecting television, radio, newspapers, magazines, out-of-home media, direct mail, Internet, games, mobile phone, events, and other media for advertising campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts. Audience research tries to answer questions such as, “How many people were exposed to my advertisement?” “What kind of people were they?” and...