Back

Radio's unique contribution to the media mix according to PPM's 'real' cross-media measurement

Date of publication: June 17, 2004

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio

Authors: Roberta M. McConochie, Beth Uyenco, Kevin Killion

Abstract:

This paper identifies the planning/selling situations where radio contributes substantially to the media mix. 'Real' unified cross-media information from Arbitron's Portable People Meter (PPM) data provide the input and Stone House Systems' analytics provide the optimization and duplication estimates. The output points to opportunities where radio can powerfully complement television to reach specific targets with a variety of communications plans. Results from Philadelphia (United States) show that radio can contribute over 20% of unique share to total reach over a range of targets and plan levels, both for condensed, simpler media plans and for diverse/dispersed plans. This paper also shows that disparate databases and random estimation are no substitute for the real thing: near-passive, 'real' cross-media information such as that provided by the Portable People Meter.

  • PDF
  • This could also be of interest
An example of government use of public opinion polls to improve troop community relations Authors: James Thayer
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees