CALCULATION OF REACH AND FREQUENCY BASED ON RELATIVE LEVELS OF EXPOSURE ACROSS RESPONDENTS BY MEDIA CHANNELS CONTAINED IN SURVEY DATA

摘要

Media consumption survey data is calibrated to provide cross-media reach and frequency measures. Survey data is received that represents respondents' amount of consumption of respective types of media per measurement time period. For each respondent and each medium a respective probability is calculated. The probability is indicative of a likelihood that each respondent consumed a respective unit of the medium in question. The units of media are measured in time spent by the respondents. The probabilities for each medium are summed and calibrated to produce adjusted probabilities. The adjusted probabilities are used to calculate reach and frequency for a media-buying plan.