The wonderful art of creating more from less

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 STER andCamiel Camps Intomart BV

THE DUTCH RADIO MARKET

Since the mid 1980s the Dutch radio market has been rapidly...