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.