Measuring Audience Duplication in a Cross-Media Ad Campaign Involving TV and Internet
Abstract:
The Nielsen Company (Nielsen) has extended its Campaign Ratings solution to include the measurement of cross-platform campaigns. By leveraging its industry-standard Nielsen People Meter panel and its innovative Online Campaign Ratings product, Nielsen can now quantify the unduplicated reach, frequency and GRPs for ads running on Television and Internet. This study discusses the methodology behind estimating audience duplication for Nielsen cross-media campaigns. We also test an empirical model of audience duplication and discuss the findings from this study and conclude with recommendations for future research.
Recommended Citation:
Yi, P., Rao, K., Varma, S., & Wong, D. (2012). Measuring Audience Duplication in a Cross-Media Ad Campaign Involving TV and Internet. Paper presented at the Empirical Generalizations in Advertising II, Philadelphia, PA.
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Interesting stuff!