The radio-tv media mix

Date of publication: April 1, 2001


The authors recently analyzed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis. The purpose of the analysis was to determine the optimal combination of network TV and spot radio required to meet the local sales goals for selected marketers in given media planning situations. This macro approach to optimization provides a disciplined framework for focusing on both local market opportunity and optimal reach and frequency. The following paper briefly outlines the impact that advertising clutter and ad cost escalation are having on commercial effectiveness in the United States. It then outlines the sales allocation optimization findings and highlights how the combined radio-TV media mixes performed on a reach and efficiency basis relative to total schedule delivery in the United States.

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