Progress towards media mix accountability - Portable People Meters’ preview of commercial audience results

PPM commercial audience estimates offer insight about consumers’ avoidance of tv commercials. Total commercial avoidance, an average 7%, is composed of nearly six- tenths channel switching and four-tenths due to other “interruptions.” Program content appears to be the strongest predictor of avoidance.

Progress towards media mix accountability – Portable PeopleMeters' (PPM™) preview of commercial audience results

Roberta M. McConochiePortable People Meter Client Relations, Arbitron Inc., United States

Leslie WoodLeslie Wood Research, United States

Beth UyencoOMD, United States

Chris HeiderArbitron Inc., United States

INTRODUCTION

Background

In 2004 and 2005, worldwide advertisers have become increasingly vocal about the deficiencies of today's advertising models and repertoire of measurement tools (e.g. Glock, 2004, Stengel 2004).

Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities,” according to Stengel. In Glock's words: “...

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