Data integration: validating telmar’s multibasing technique

Media planners expend considerable time and effort developing sophisticated target audience definitions using syndicated consumer research such as MRI, Simmons, Mendelsohn and JD Power in the USA, custom studies, etc. Yet the television ratings “currency� that is used by media buyers allows only demographic breaks, because that’s all that is collected. So, for example, a strategic planning target might be “upscale women who are independent, career-oriented, confident, and fashion-focused�; the television buying target might get translated into “women 25-49 with household income $75,000+�.
The disconnection between these two realities is frustrating, to say the least. Media professionals have long sought ways to transfer the insights gleaned from consumer research onto the television ratings, so that the subtle nuances of viewing behavior for their specific target audience can be reflected in program rankings, negotiations, and buys.

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