The objective of this paper is to introduce an innovative methodology for propagating audience data in a consumer panel in order to build a 'single source' and to measure advertising efficiency.
This communication presents an audience probabilisation method taking into account different surveys (cross-sectional GRP data surveys audience panels consumer panels etc.). It analyses the new radio probabilisation system carried out since 1998 in the French market and produces a new method for mixing consumer panels data with audience data without using the traditional and sometimes controversial data vision techniques