The emergence of the pan European audience: The relevance of the PETAR data base for planning and evaluating multinational campaigns

Date of publication: June 15, 1988

Author: Bruce Roberts

Abstract:

The publication of the first PETAR survey now enables advertising agencies to analyse the comprehensive media impact of multinational TV campaigns for the first time. In this paper I would like to examine how one particular advertiser is using the data to understand more fully the real effect of his multinational advertising. The results raise several implications, both for media planners and for the future structure of European TV research. The PETAR 4 week data base makes it possible to evaluate TV campaigns in terms of coverage and frequency for designated target groups. The resultant scheduling model provides a real reading of the 2651 4 week 01-Apr hour diaries and an estimate of the net cumulation from 4 to 13 weeks. The 4 week diaries covered all TV viewing station by station, terrestrial and satellite delivered. This means we can look at the combined effect of advertising campaigns on national terrestrial TV stations and satellite stations. The PETAR survey was conducted in 13 European countries specifically in homes able to receive satellite channels. It is therefore possible to look at campaign achievements on a country by country basis as well as by the satellite stations' own universes. The important by product of this scheduling model is that it can highlight the 'spill-in' effect of foreign terrestrial channels which is a point that is rarely taken into account when advertising campaigns are planned on a national and therefore a single country basis. In our case study we analysed the TV advertising activity in Europe for two brands in the FMCG market. Brand A is aimed at the target group Women 25-54, Brand B at the target group Women 25-44. The objective of the analysis was to look at a typical 4 week period during the campaign and to establish 1)the achievement of all the national terrestrial stations in pan European terms 2)the combined achievement of the terrestrial stations and SKY Channel.

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