PT  - JOURNAL ARTICLE
AU  - Smith, J. Alexander
AU  - Boyle, Brett A.
AU  - Cannon, Hugh M.
TI  - Survey-Based Targeting Fine-Tunes Television Media Planning
AID  - 10.2501/S0021849910091579
DP  - 2010 Dec 01
TA  - Journal of Advertising Research
PG  - 428--439
VI  - 50
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/50/4/428.short
4100  - http://www.journalofadvertisingresearch.com/content/50/4/428.full
SO  - J Advert Res2010 Dec 01; 50
AB  - 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.