Abstract:

Since 1997, Intomart GfK has applied the Integrated Campaign Evaluation method in television effect studies. In the evaluated campaigns, the explained variance of the predictive models depends on the planning strategies used in the campaigns. The level of explained variance in the estimated number of contacts for campaigns with a specific media strategy aimed at a narrowly defined target audience and/or placed in breaks in specific channels, programme types or time slots is higher than that for campaigns with a more general media plan. In addition to television, Integrated Campaign Evaluation is now also developed for radio, print and outdoor. In this paper the use of ICE for television and these additional media types will be presented, providing a detailed discussion of the predictive models used (multivariate regression), their explained variance and examples how these results were implemented in a real life effect study.