The Situation
It’s a familiar challenge for anyone who’s worked for a media agency or media sales house: How can you achieve an accurate combined reach and frequency result across multiple online and offline media channels?
Many media houses manage several platforms that, when combined, offer media agencies a larger audience (and a greater overall reach). In this case, the leadership team at a well-known, large-size broadcaster knew that the value of their total audience was greater than the revenue they were generating.
Unfortunately, they could not quantify the total combined audiences across all their platforms with enough certainty so that the sales team could create specific, targeted sales packages.
The Challenge
It’s the same story for many broadcasters and media sales houses. Quantifying an accurate combined reach and frequency result across multiple media channels has generally been difficult.
In this case, the broadcaster wanted to quantify the total audience reached by any combination of its platforms and channels – including TV, radio, and online. A combined reach would give the media industry and its clients a total campaign ROI result.
The Solution
With TelmarHelixa’s Plan solution, multiple surveys can be combined to provide a single data source. This allows agencies and sales houses to better understand how these touch points influence and inform each other.
Once combined, surveys can be accessed in the Plan solution to produce an overall multimedia reach and frequency result. From this, a sales house can increase revenue and manage the growing complexity of multiple media platforms. It also gives agencies the confidence to understand the total return on investment for their clients..
In this case, TelmarHelixa’s Plan solution was used to model different industry data sources across TV, radio, and online. This enabled the broadcaster to provide its clients with a multimedia single-audience reach result that included cross-channel duplication.