The better alternative to fusion - a modelling procedure to simulate independent media currencies

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and then ‘expanded’ using mathematical techniques to simulate a PeopleMeter/diary data base that matches the ‘currency’ survey/panel results.

The better alternative to fusion – a modelling procedure to simulate independent media currencies

Peter Masson and Paul SumnerBucknull & Masson, United Kingdom

PREFACE

This paper describes a practical and economic route to providing the media planner...