Abstract:

How frequently and within which programme environment would a young woman aged between 20 and 25 years, highly committed to social justice and environmental conservation, with 1 child and her studies not yet fully completed and with a passion for muesli bars, require contact with a new campaign in order to purchase the newly launched muesli bar on at least 4 occasions in the weeks that followed? Just one of the many potential questions which advertising companies and agencies hope will be answered by the setting up of a Single Source panel. Is this hope justified? The following comments describe the starting points, structures, findings and consequences of a test which the Arbeitsgemeinschaft Fernsehforschung (AGF = TV Audience Research Group, a joint effort between the German TV stations ARD, Kabel 1 PRO SIEBEN, RTL, RTL2, SAT.l and ZDF) has carried out jointly with GfK Fernsehforschung in order to answer this question.