Abstract:

Since entering the local market ratings arena in 1996 there has been considerable interest in ADcom's set meter panel (with viewers modeled) as an alternative to the current people meter panels). ADcom has successfully used the large cable panel samples to develop a single source database encompassing a wealth of valuable information for local markets. Television ratings data combined with qualitative data enable a unique targeting and selling tool. Over the years, advertisers have targeted groups demographically. Until recently, in local cable advertising, this was the only available method for measuring like groups. Optimizers have become the new, more accurate tool for measuring people with similar interests, allowing an advertiser to target their core customer, regardless of age. This process links qualitative data and quantitative data to find the more-true target audience, resulting in a more effective planning process. Psychographics and qualitative data can help advertisers increase their ability to target their audience using meaningful audience descriptors in order to increase advertising efficiency. The larger sample size facilitates the use of such highly targeted subgroups.