TY - JOUR T1 - Survey-Based Targeting Fine-Tunes Television Media Planning JF - Journal of Advertising Research JO - J Advert Res SP - 428 LP - 439 DO - 10.2501/S0021849910091579 VL - 50 IS - 4 AU - J. Alexander Smith AU - Brett A. Boyle AU - Hugh M. Cannon Y1 - 2010/12/01 UR - http://www.journalofadvertisingresearch.com/content/50/4/428.abstract N2 - This paper examines the use of single-source, survey-based targeting data to complement ratings data for television media planning. we argue that the essence of targeting rests in determining the relative concentration of product users in various media audiences. This product-media concentration reflects the motivation and lifestyles of product and media users and is unlikely to vary significantly over time or across markets. Using data from SMRB, we argue that the product-media selectivity captured in the selectivity-index can be combined with conventionally measured ratings data to accurately estimate target market ratings. These, in turn, can be used for more accurate, cost-efficient television media planning. ER -