[integrated media planning课件]04smd2e.pptVIP

Creative Media Analysis Creative Media Analysis Media Measurements Audience Measurements Efficiency Measurements Strategic Analyses Media Measurements Broadcast Media Measurement services are Nielsen and Arbitron Television People Meters, 5,000 TV Homes Personal diaries, 210 market areas (DMA) Radio Personal diaries, 270 radio markets Passive Measurements Research companies working together Technology designed to read an electronic signal imbedded in the media Originally for broadcast media, eventually for all media Broadcast Ratings Example Super Bowl XLI, February 2007 2,100 households tu