Building Better TV Schedules: New Light from the Single Source

Abstract

Recent single-source analyses have shed new light on the media construct “effective frequency.” These contingency table investigations establish a relation between recent advertising exposure and brand choice, which can be misleading. Rich single-source data demands multivariate techniques that include other key variables like weight of category purchases and viewing, category seasonality, brand loyalty, competitors’ advertising, advertising decay rates, and response to brand advertising. The authors’ analyses of single-source data suggest that other considerations—the decay rate of advertising effects, market and media cost seasonality—should have equal, if not greater importance, than the response function or effective frequency in scheduling television campaigns.

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