Brazil fusion and multi-media duplication

This paper seeks to highlight the differences between a multi-media plan created using the current tools and practices and a multi-media plan created with the newly available tools of a “virtual single-source” database in the form of a TGI-TAM fused database and multi-media planning software. We have selected two different broad target groups to show these differences: Women from ABC HHs, and Teens aged 12-17. The analysis begins by showing the GRPs allocated to each of the print and TV portions of the plan, and the total reach of the individual TV and print plans for each target. The individual print and TV plans’ total reach is then computed using random duplication, which is currently the method most often used to estimate reach for a complete plan. Then, the same plans have been re-constructed in the multi-media planning software in order to assess the “actual” duplication between print and TV. Finally, using the multi-planning tool, manual “best plans” for the same GRP levels have been created, taking into account the real duplication between the different media.

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