Simulmedia is proud to announce the release of The Book of Reach: Volume 2. Volume 2 covers the impact of audience fragmentation on TV campaign reach for a wide range of advertisers and industries during Q3 and Q4 of 2012. As a result of audience fragmentation, TV advertisers across all industries are failing to achieve sufficient reach with their TV campaigns. Simulmedia sees the trends from The Book of Reach: Volume 1 continue in Volume 2; approximately 80% of campaign impressions continue to go to only 40% of the target audiences.
Moving advertising dollars from TV to the internet is not the best solution for solving audience fragmentation. TV is still the most powerful advertising medium; on a weekly basis, the average American watches 35 hours of TV compared to only 1 hour of online video. Leveraging new tools, planning, and data to find and reach specific audiences on TV is the most effective way to combat audience fragmentation.
The Joint Statistical Meetings is the largest gathering of statisticians in North America held jointly with the American Statistical Association, Institute of Mathematical Statistics, International Biometric Society, Statistical Society of Canada, International Chinese, Indian and Korean Statistical Associations, International Society of Bayesian Analysis. We’re proud to have Simulmedia’s scientists, Yuliya Torosjan and Krishna Balasubramanian, facilitate a roundtable discussion at the annual conference in August on ‘Engineering Scientific Solutions’ about the collaboration between science and engineering teams. Also, Simulmedia’s statistician, Mario Morales, is contributing a paper entitled Exploratory Data Analysis of the Presidential Political Campaign 2012 on the TV advertising strategies of the most recent presidential campaign.