RT Journal Article
SR Electronic
T1 Survey-Based Targeting Fine-Tunes Television Media Planning
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 428
OP 439
DO 10.2501/S0021849910091579
VO 50
IS 4
A1 Smith, J. Alexander
A1 Boyle, Brett A.
A1 Cannon, Hugh M.
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/4/428.abstract
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.