MultiBasing

MultiBasing is a new technique recently developed by Telmar for integrating multiple media audience databases. MultiBasing has extended the options for inter-media planning and permits media planning professionals to perform television and magazine analyses on the same broad range of consumer targets.

The Need:
 
Clients 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 .....
  for any target group defined by questions on another survey .....
  total preservation of statistical relationships (media leverage) .....
  easy to update as new surveys are released.

Our objective:

  To provide the ad industry with a system that is capable of integrating the most accepted audience data for each and every media type (the currency) in such a way that target groups may be defined accurately in terms of product and brand usage and lifestyles in addition to the traditional demographic breaks.

MultiBasing provides a means to make use of both CSM demographic data for television vehicles and CMMS/CNRS demographic and product data for print vehicles. Then by using a combination of demographic linkage variables common to both data sources and surrogate CMMS/CNRS television links to the ACNielsen television data, it will estimate CMMS/CNRS product usage calibrated to the ACNielsen television audiences.

The integrating and reporting is done directly by the users on eTelmar using Telmar's application programs. This allows immediate feedback for those "what if"situations.

 

 
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