In media planning, the distribution of exposures to more ad spots in more media (print, TV, radio) is crucial to the evaluation of the campaign. If such information should be sampled, it would only be possible in expensive panel-studies (eg TV-meter panels). Alternatively, the distribution of exposures may be modelled statistically, using the Beta distribution combined with the Binomial Distribution. Examples are given.
Proceedings of the Business and Economic Statistics Section, 1998
Media Planning; Beta distribution; Binomial distribution; Exposure frequencies; HHÅ forskning
Main Research Area:
Annual Meeting of the American Statistical Association, 1998