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 growing. Advertising expenditures in radio have also been growing since this period. With increasing revenues a clearly growing professionalism can be observed. Along with more professional ways of selling radio airtime comes a heavier use of radio research data. It is increasingly necessary to use hard facts and figures in this competitive market. Competition...