Little mystery to exposure to TV

Chris Boulding refers to AGB Mediaspan in his article “Drowning by numbers” (MW March 10) as a product which links Superpanel purchasing data with BARB data by assuming similar demographic households behave alike, and therefore “the direct impact of airtime exposure remains a mystery”. Nothing could be further from the truth. In fact, Superpanel and BARB panel members are linked by the similarity of their patterns of TV viewing, obtained from a media questionnaire administered to Superpanel housewives every six months. The exact methodology has been fully described in an ESOMAR paper, copies of which are readily available.

Whilst he may think the direct impact of airtime exposure remains a mystery, the clients of AGB who have used Mediaspan do not.

Andrew Roberts

Technical Director

Taylor Nelson AGB

London W5


Marmite raising a few eyebrows

Marketing Week

Marketing Week readers may be interested in the following example of a brand myth (Diary, MW March 10) – one of many I collected recently during research for an article on urban myths and legends. One urban myth currently circulating in northern England identifies Marmite as a powerful, if hitherto undiscovered, hair restorer. Appreciable, sometimes […]

‘Local route’ to global brand

Marketing Week

Rod Springett `s article “Global Seduction” (MW March 17) chose not to acknowledge the somewhat unique circumstances that have allowed the brands he highlighted as the best examples of global marketing success to reach such universality without going through an identity crisis in packaging or presentation. Coca-Cola, Marlboro and Levis were not conceived of as […]


    Leave a comment