Improving multi country media planning

Date of publication: October 20, 1998

Author: Erwin Weibel

Abstract:

The paper describes a project that has been launched in Switzerland (MUST) and is proposed to be extended internationally. A common currency for intermedia planning across national borders has yet to be established. Since reach figures need a high degree of consensus from the industry (especially from media) for comparison, a new attempt is made by instead using frequency information to form groups of heavy users within each medium. That information is already available in most syndicated media research and could be extracted at low cost. To avoid a conflict with existing currencies (reach figures and ratings), an index value is proposed in a graphical form (Mediagram).

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