The missing link – using net fraction as a proxy for attention
Nicole EngelsSter, Netherlands
John Faasse and Marjolein MoormanKobalt BV Media Services, Netherlands
Lex van MeursIntomart GfK bv, Netherlands
RELEVANCE
In recent years in the Netherlands, two opposing trends in television airtime sales have become apparent. On the one hand TV stations increasingly offer fixed cost/GRP packages. These packages offer advertisers the certainty of getting the desired amount of GRPs at relatively low cost. The allocation of airtime is determined by the station itself. Advertisers and their media agencies have little influence on the...