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Evaluación De Planes De Medios Televisivos: Modelo Beta Binomial Con Estimación De Duplicación Entre E Intra Soporte

Author

Listed:
  • Aurora Calderón

    (Universidad de Alicante)

  • J. Enrique Bigné

    (Universitat de València)

Abstract

This study puts forward a procedure for assessing the results of television advertising media plans. It innovates by requiring only information on audience figures for the television media, to determine the distribution of exposures generated by plans using multiple media vehicles and multiple insertions. The methodology consists of including in the beta binomial distribution the estimations of duplication of audience within and between media vehicles. The results show acceptable error levels in the estimation of the coverage and distribution of exposures for advertising campaigns in the medium of television. El presente trabajo plantea un procedimiento para evaluar los resultados de los planes publicitarios difundidos en el medio televisión. Presenta como novedad el requerir, únicamente, información de la audiencia de los soportes televisivos, para determinar la distribución de exposiciones generada por planes compuestos por múltiples soportes y múltiples inserciones. La metodología consiste en incluir en la distribución beta binomial las estimaciones de audiencia duplicada entre e intra soporte. Los resultados evidencian niveles de error aceptables en la estimación de la cobertura y distribución de exposiciones para las campañas publicitarias difundidas en el medio televisión.

Suggested Citation

  • Aurora Calderón & J. Enrique Bigné, 2001. "Evaluación De Planes De Medios Televisivos: Modelo Beta Binomial Con Estimación De Duplicación Entre E Intra Soporte," Working Papers. Serie EC 2001-05, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    • Handle: RePEc:ivi:wpasec:2001-05
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    File URL: http://www.ivie.es/downloads/docs/wpasec/wpasec-2001-05.pdf
    File Function: Fisrt version / Primera version, 2001
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