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IMMI AD INDEX METRICS
Each month IMMI analyzes panel member data from New York, Miami, Chicago, Denver, Houston, and Los Angeles to compute Ad Reach Indexes in different product categories. Each Index sets 100 as the average reach for each industry category. The percent of individual IMMI panel members reached by an advertiser in a category is compared to the average to generate an index number.
For most advertisers an Index of 80-120 is average compared to their competitors. Above 120 is above average, below 80 is below average.
It’s important to note that IMMI doesn’t measure just radio or just television advertising. Looking at radio or television in isolation does not give advertisers a true sense of their campaign’s performance. The IMMI cross-platform measurement strategy evaluates the effectiveness of campaigns on multiple platforms. In addition to providing a more accurate analysis, this also gives marketers insight into using their budgets more efficiently and increasing their reach by exploiting the synergy between media platforms.
Also important: the IMMI data is drawn from consumers who actually heard or saw the advertising. There is no inference, data
fusion, or "self-reported" data here.
In each brand category there are three different types of charts.
Cross Platform provides indexes based on the number of IMMI research panel members who were exposed to both a television and a radio ad for the brand.
Frequency includes indexes based on how many times each panel member was exposed to a brand ad.
Reach compares the number of panel members reached by any ad (television, radio, or other) for the brand to the average reach for the category.
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