Context

For broadcasters, the ability to evaluate the effectiveness of their advertising space is crucial for optimizing their pricing and sales. This entails being capable of addressing questions such as:

• Who are the viewers and what are their characteristics? Are they customers of the brands that advertise with the media?
• Do the campaigns serve to improve brand consideration?
• Is it possible to shed light on what happens after the impact?

The opportunity

A+E Networks, a global broadcaster with cable and satellite TV channels across the US, Latin America, Asia, and the UK, aimed to address such inquiries in Mexico for a Tourism advertiser. Nevertheless, it sought to achieve this without resorting to modeling or data merging methods that could restrict analysis or compromise accuracy.

In a success story presented at the last ESOMAR Latam by A+E itself and our panel-partner Netquest, we detailed how the single-source methodology based on obtaining observational exposure data by audiomatching, combined with other data layers, allowed the group to enrich its advertising offer.

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