The advertiser's concern is to maximize the profitability of his advertising investment. Television tine slot selection several months before actual airing of a campaign is made difficult and uncertain due to quick fluctuations in the audiences. This first problem is further compounded by the fact that there often exists a tine lapse between TV viewing surveys and the availability of the results. With the help of the YOUNG & RUBICAM advertising agency, we have developed a TV viewing survey and forecast method in order to minimize those uncertainties. This method aims at better identifying the real viewing audience at the moment an advertising spot is broadcast.
The advertiser's concern is to maximize the profitability of his advertising investment. Television tine slot selection several months before actual airing of a campaign is made difficult and uncertain due to quick fluctuations in the audiences. This first problem is further compounded by the fact that there often exists a tine lapse between TV viewing surveys and the availability of the results. With the help of the YOUNG & RUBICAM advertising agency, we have developed a TV viewing survey and forecast method in order to minimize those uncertainties. This method aims at better identifying the real viewing audience at the moment an advertising spot is broadcast.