Abstract:

This paper describes a new media research tool - PPR - which can be applied to improve the effectiveness of media planning. PPR - Public and TV Programme Relation Rate - shows the way to understand how people watch TV, and their feelings and behavior towards each TV programme, considering Latin American attitudes.Television is the main media in Latin American and advertisers have been guided by the high audience shares. However, high audience shares do not guarantee attention to the advertisement, because they refer to which channel the TV is tuned, but they do not indicate where the consumers are and what they are doing while TV programmes are on. PPR shows through the 'relation rate' the importance of each TV programme for the public and how they can cause an impact and change the habits of this public when they become 'manias'. PPR offers qualitative information to media planning.