Resources Library by ANA

Family matters

The paper examines the attraction of television for viewers. Extensive qualitative research and close analysis of television viewing records highlight an important feature of television viewing behaviour: watching television with others.Family...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Nelly Kalfs, Paul van Niekerk, Alfred E. Bronner

June 23, 2005

Television use by different generations of Internet users

Is time spent on the Internet at the cost of time spent in front of the TV set?In publications on the relation between Internet use and TV viewing, most analysts take only one point in time into consideration. This leads to misinterpretations.The...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Marlies van Bergen, Paul van Niekerk

Company: GfK

June 23, 2005

TV subscribers show some attitude

The attitudinal classification studied in this research shows a strong predictive validity in the segmented world of subscription channels. This predictive validity was assessed within the nationwide electronic audience panel in Mexico, which makes a...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Héctor Matus Castellanos, Jose Domingo Mora

Company: IBOPE AGB Mexico

June 23, 2005

Appreciation scores!

Ster, in close consultation with MarketResponse Nederland BV and 2Gather, set up a study to measure the effect of the Television Context on advertising effects. The fieldwork was conducted by Intomart GfK.This paper discusses this study, providing an...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Bas de Vos, Frans Kok

Company: MarketResponse Nederland BV

June 23, 2005

Desperately seeking ROI

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today's marketer. Much is riding on the proper evaluation and measurement of the efficacy, performance, cost, and impact of...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Author: William Siegel

June 23, 2005

Is this remote stuck or what?

The paper demonstrates that audiences have preferences for viewing specific networks that are not driven solely by program content, that this effect is consistent over time, and considers the implications for network promotion and for advertisers....

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Brian Rock, Sally Pearse

June 23, 2005

Why a crowded platform beats a single source

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with the characteristics of delivery.With so many...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Tim Foley, Geoff Wicken

June 23, 2005

Measuring and optimising the effectiveness of mixed media campaigns

Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions for these problems through Strategic Communication...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Arie K. den Boon, Suzanne M.A. Bruin, Theo J.F. van de Kamp

June 23, 2005

The multi-media blitz

In times of media audience fragmentation and astronomical costs involved with launches of new TV shows, this paper focuses on providing broad, actionable directions towards audience creation for new TV shows through the usage of optimal multimedia...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV

Authors: Atul Phadnis, Amogh Dusad

Company: TAM Media Research

June 23, 2005