Abstract:
Arbitron's Portable People Meter (PPM) results provide 'real' cross-media duplication between radio and television. PPM differs from present currency-based estimation of random duplication between independent sources for local-market radio and television. This investigation, employing a variety of schedule variations for a variety of demographics, finds that random estimation generally overstates PPM's unified radio and television capture. Results show variations by target demo as well as by the scope of the plan itself. As PPM measurement is deployed beyond Philadelphia, its passive capture of cross-media flow promises a better basis for estimating the value of media-mix schedules.
This could also be of interest:
Research Papers
Cross media consumption and adequate media strategies
Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Giordano Giordani, Rolf Müller
 
June 16, 2004
Research Papers
Building cross-media norms
Catalogue: WM3- Worldwide Multi Media Measurement 2008
Authors: Robert Cardarelli, William Havlena, Alexandre Kalluf
Company: KANTAR TNS Malaysia
June 1, 2008
