Which of the following is FALSE?
A) BehaviorScan measures purchase behavior whereas mail panels typically measure purchase intentions.
B) The Nielsen Television Index is of little use to advertisers. Only networks use it to determine which shows should remain on the air.
C) The Simmons service allows clients to determine which media vehicles will most effectively reach the target market.
D) BehaviorScan can minimize the problem of having comparable experimental and control groups by controlling the advertisements seen in each household.
E) They are all true.

Question

Quizplus · Accepted Answer

The Nielsen Television Index is actually very useful to advertisers as well as networks. It provides data on television viewership that helps advertisers decide where to place their ads based on the audience size and demographics, contrary to the statement that it is of little use to advertisers.

Which of the Following Is FALSE