This survey started with the statement that TV guides and television are powerful and related media that can create a multiplier effect. It exists a real co-ordination between both media, based on consumers generating a united creation of contacts. But how can this multiplier effect be quantified ? And what about the contribution of both media ?
Our methodology is based on the single source principle. One sample (the French TV people meter oneâ€™s) is questioned on personal TV guides reading habits. These print habits are transformed into probabilities fitting to the French audience survey for print. We will present the fitting methodology, that is not a fusion technique, but an audience adjustment technique that preserve both coverage and duplications on all targets. We obtain thus a crossed distribution of contacts, that allows us to analyse contributions of both media for a real multimedia optimisation in television and TV guides.
Symposium: 2001: Venice, Session 10 - Integrating Print in the Planning Process Intermedia
Authors: Cour, Nicolas, Saint-Joanis, Gilbert
Organisations: EMAP Media
Topics: Inter-media Comparison