MultiBasing
MultiBasing is an exciting new data integration technique (patent pending) developed by Telmar for bringing together audience currency databases with product and lifestyle databases for media planning, analysis and optimization. With MultiBasing, users can now use real planning and buying target audiences for television and other media instead of just standard demographics. A combination of MRI and Nielsen data can be used to produce television plans on product targets, lifestyle characteristics or traditional demographics. MultiBasing takes advantage of surrogate measures of media on single-source surveys to determine whether TV programs, cable channels, radio stations or other media have any special leverage for a particular marketing target group – that is, any leverage that is not accounted for by demographics because it’s due to people’s product usage, interests, or lifestyles. Global advertisers are increasingly demanding that agencies adopt an integrated approach to planning their advertising campaigns.
MultiBasing provides:
- “Currency” audience ratings and duplications for all main media
- Product and lifestyle target groups, not just demographics
- Total preservation of all statistical relationships in each survey
- Superior alternative to respondent-level fusion
MultiBasing is available through eTelmar Crosstab, TVPlan, and InterMix media optimization modules. Telmar’s new TVPlan with patent-pending MultiBasing represents the newest and most exciting milestone in media planning software. TVPlan provides reach, frequency, and schedule optimization against real product users with Telmar’s MRI/Nielsen integrated data set.
