| System Title |
Television Rating System - HispaniCume |
| Client |
Univision, working through Norman Hecht
Research. |
| Business Goal |
Allow the customer, a media buyer, to determine
the best time to run commercial spots. Since many media buyers may not be familiar with
Univision's market (Hispanic viewers), they need detailed information. The HispaniCume
system shows reach and frequency as a function of demographic group and day part (time
period). It also shows these figures for competitive networks and stations. This system
relieved the sales representative from providing detailed ratings data to media buyers. |
| Complications |
The system had to be
"walk-up-and-run"; we had no control over the target machine and could not
provide user training. The underlying models had been developed in cryptic DOS Basic. |
| Our Approach |
We developed an easy-to-use front end to
display the data. The code to generate the model data was extracted and encapsulated. |
| Technologies Used |
Visual Basic 3.0 with flat files. |
| User Base |
Several hundred media buyers in advertising
agencies and in-house marketing departments. |
| Applicability of
Techniques |
This application is typical of a customer-run
buying application. These can be configurators, like this, or catalog-type viewers. |
| System Description |
The user starts the program and selects a
demographic group and ratings month. They can enter a schedule for each desired network or
station, or have a default schedule generated. They can then adjust the schedules, display
graphs and tables, and print them. |
 (Click the image to see the screen shot full size.) |
