电视广告收视数据测定及其有效性评价

Comment on TV advertisement data measurement and effect

目前我国收视数据的测定以抽样调查为基础,由于电视频道增多、样本设计及对获取数据过程的控制等多方面的原因而降低了收视数据的信度与效度,从而以目前有关机构提供的电视广告收视数据进行广告投放决策时,将会给企业广告决策形成极大的误导。因此,合理评价电视广告收视数据及其有效性,对正确应用数据并有效指导企业进行合理的广告投放决策将是非常重要的。

The current measurement of TV-watching data is based on sampling investigation in China. Because TV channels increase and because sampling design and control of data acquirement process lower reality and effect of TV-watching data, advertisement-running strategy based on current TV-watching data can greatly misguide enterprise advertisement decision. Thus, rational comment on TV-advertisement-watching data and its effect is important for enterprises to correctly use data and place advertisement.