Abstract:

This paper attempts, not to define an optimal frequency across a campaign period, but how software developments were harmonised to the advanced point where a planner will be able to define any Effective Frequency and optimise it across any measured channels in very different cultural markets. It will cover the development of the software called Super Midas, and in particular, how the data was harmonised across each market to provide a uniform methodology for each market. Each market was using peoplemeter data, but the data came from at least 4 different sources.