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Précision du taux d'audience d'une émission et du GRP d'une campagne publicitaire télévisée

Author

Listed:
  • N. Verdurmen

    (Médiamétrie)

  • S. Simonart
  • P. Tassi

Abstract

On s'intéresse dans cet article à la précision statistique du taux d'audience d'une émission télévisée et celle du GRP d'une campagne publicitaire en télévision. La problématique est double : d'une part, établir explicitement les formules donnant les précisions d'un taux d'audience et d'un GRP; d'autre part, contribuer à explorer, toujours en terme de précision, la composition d'un plan d'insertions publicitaires : un plan compose de beaucoup d'écrans à faible GRP est-il plus précis qu'un plan comportant moins d'écrans mais chacun avec un GRP plus fort, le tout à GRP constant?

Suggested Citation

  • N. Verdurmen & S. Simonart & P. Tassi, 1998. "Précision du taux d'audience d'une émission et du GRP d'une campagne publicitaire télévisée," Post-Print hal-02017843, HAL.
    • Handle: RePEc:hal:journl:hal-02017843
    DOI: 10.1177/076737019801300403
    as

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