Integrated campaign evaluation - estimating campaign contacts in multimedia effect studies

Lex van Meurs

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies.

Integrated campaign evaluation – estimating campaign contacts in multimedia effect studies

Lex van MeursIntomart GfK, Netherlands

PREFACE

Respondents in media effect studies such as campaign tracking studies have difficulty estimating how many times they have seen a commercial on television. For television campaigns Integrated Campaign Evaluation (ICE) offers an estimated number of contacts with the campaign based on a fusion of ad-hoc research with people meter data. The model for estimating the contact with a television campaign is derived and applied in three steps:

  • in the TAM people meter panel,1the actual number of contacts for each specific...

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