5 steps to effective frequency

Lisa Beaumont, head of media services at TNS, shows how single-source panel data can improve media planning, especially in the area of optimal flighting patterns.

5 steps to effective frequency

Lisa BeaumontTNS


The real world of media planning is messy and difficult to make sense of. Planners need guidelines for mediascheduling decisions what is the best way to spread a limited budget over time? The purpose of media research is to provide planners with confidence and insight, to make better judgments that deliver the desired results. However, this does not mean it is right to apply a single doctrine to most planning scenarios. On the contrary, planners can follow a general process delivering an individual solution tailored to their clients' needs....

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