Abstract:

This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology. It is derived from the empirical application results of TV advertisement scheduling in the actual situation that the proposed beyond-demographic segmentation using fused data develops more effective schedules in terms of higher 'media ROI improvement' than does the current demographic based method. The authors also developed in-house software which enables providing the fused dataset and analyzing effective time slots of TV advertising schedule. The proposed methodology will be helpful for media planners of advertisers and advertising agencies to resolve target segment issues of the conventional demographic based method.