Technical Papers

MEDIA SCHEDULING AND CARRY-OVER EFFECTS
Is Adstock a useful TV planning tool?

The current US Recency-based scheduling model focuses entirely on the short-term effects of advertising, arguing that in competitive markets the data show that response to advertising dissipates rapidly.

COUNTING CALORIES
On the Compelling Need to Adjust Issue Readership Data

We are just beginning to understand the Natural Laws of advertising. Don’t panic. They could have been written by Weight-Watchers. The first law seems to be don’t pig-out. Moderation makes

TEACHING TAP TO THE ELEPHANT
Media planners Have Fewer Scheduling Options Than They Think.

Media theorists are naive. Like Captain Picard, we assume if we can think it we can make it so. We are choreographers, who do not understand the limits imposed by nature. Why else would we try to teach the elephant to tap dance?

WHY WE CAN’T AFFORD TO MEASURE VIEWERS.
The Growing Case for VPVH Modeling.

Interest in viewer modeling has been driven by the lower cost of set meter panels (compared to peoplemeters) and their greater accuracy (compared to diaries). But there is another issue – media-mix. A single-source metered TV database for media-mix

MRI AND MEDIA-MIX
Weakness of the Critical Television Data in the MRI Single-source Database Limits Its Value for Media-mix Optimization.

The success of TV reach optimizers in the US is the product of three powerful forces: Fragmentation, recency planning and sharp increases in prime time pricing.