This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that describe average week results and radio campaigns consisting of three to eight weeks of advertising.
The wonderful world of creating more from less
Effectively modelling multiple week campaign reach with fragmented diary panel data
Bas de Vos
THE DUTCH RADIO MARKET
Since the mid 1980s the Dutch radio market has been rapidly...