The Radio–TV media mix

The authors recently analysed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis.

The Radio–TV media mix

Aligning media delivery with sales

Craig GugelOptimedia International and Roberta McConochieArbitron, Inc.

IMPACT OF CLUTTER AND AD COST ESCALATION ON COMMERCIAL EFFECTIVENESS

'Television will always be important but smart companies...

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