This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
Supply and demand in the media market
de Toro, Juan Manuel; Ramas, SantiagoTechnical Note MN-316-EMarketingChanges in the supply of media (TV, press, radio and magazines) and the introduction of new technologies (remote control) have directly influenced the way the media are consumed. This technical note analyzes these changes and their repercussions.Starting at €8.20
-
People-Meters: Monitoring and Measuring TV Audiences
Ramas, Santiago; de Toro, Juan ManuelTechnical Note MN-314-EMarketingThe purpose of this technical note is to explain, in an abbreviated form, what audience measurement is, how audience data are collected, and what information the system provides.Starting at €8.20
-
Television advertising effectiveness: active and passive zapping
de Toro, Juan Manuel; Ramas, SantiagoTechnical Note MN-315-EMarketingFor decades people have been studying ways of measuring the effectiveness of television advertising. This technical note analyzes the means of quantifying avertising effectiveness from two points of view. First, the use of the peoplemeter and other audience measurement systems to determine the actual number of viewers. Second, audience recall of advertising messages.Starting at €8.20
-
From GRP to NRP: A new measure of advertising effectiveness in television
de Toro, Juan Manuel; Ramas, SantiagoTechnical Note MN-319-EMarketingStarting at €8.20