Does a rating on television have the same impact as a rating in print or radio?

Andrew Green

This paper notes that every major advertising medium has developed its own particular definition of what constitutes an audience, but that their different definitions mean that any connection between exposure to a medium and the associated opportunity to see an advertising message within that medium is going to vary.

Does a rating on television have the same impact as a rating in print or radio?

Andrew GreenZenithOptimedia

BACKGROUND

In September 2005 the World Federation of Advertisers outlined a 'Blueprint for consumer-centric, holistic measurement' in which they urged the advertising industry to make progress towards developing integrated, cross-media audience measurement services.

This would involve, the organisation argued, going beyond simple demographic descriptors of people and, at the very least, allow better linking of the various individual media measurement approaches.

THE ISSUE

Every major advertising medium has developed its own particular definition of what constitutes an audience. These definitions can...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands