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From media exposure to spot ratings

Date of publication: June 15, 1991

Catalogue: Seminar 1991: The Expansion of Broadcast Media

Author: Karl Zimmer

Abstract:

Up to now, the evaluation of media plans as part of an advertising strategy has only been possible at the level of the communication medium. For the medium television, supplementary data concerning the advertising medium, i.e. the spot ratings, are available. A new model of media planning has been developed for the evaluation of media plans, a model which links, in a special dataset, media exposure, average reach and advertising exposure. This model has been developed in cooperation of advertisers, agencies and clients of TV audience research.

Karl Zimmer

Author

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Research Papers

Media exposure and consumer purchasing

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Author: Andrew Roberts

 

June 15, 1994

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Citation

Roberts, A. (1994a, June 15). Media exposure and consumer purchasing. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/media-exposure-and-consumer-purchasing


Research Papers

High ratings can be wrong

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Authors: Sue Stoessl, John Clemens

 

March 1, 1979

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Stoessl and Clemens (1979a, March 01). High ratings can be wrong. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/high-ratings-can-be-wrong


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Media research: From Jurassic Park to 2001+

Catalogue: Seminar 1994: From Door-To-Door To Satellite

Authors: Roger Gane, Tony Twyman

 

June 15, 1994

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Citation

Gane and Twyman (1994a, June 15). Media research: From Jurassic Park to 2001+. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/media-research-from-jurassic-park-to-2001-


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Citation

Zimmer, K. (1991a, June 15). From media exposure to spot ratings. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/media-research-from-jurassic-park-to-2001-