Survey-Based Targeting Fine-Tunes Television Media Planning
研究如何利用单一来源的调查数据补充收视率数据，通过产品-媒体选择性指数更准确地估计目标市场收视率，实现更经济高效的电视媒体规划。
<h3>ABSTRACT</h3> 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.