Telmar's MultiBasing to extend scope of media planning

Telmar users will have access to over a 1000 brands in AMPS 2005 on all Telmar software, including TNT+ and on Transmit, through their proprietary technique called 'MultiBasing'.

MultiBasing allows the user to select two separate databases and integrates them providing a single set of results. Telmar's MultiBasing product has been in continuous development for the past four years. MultiBasing was created in response to international client demand for 'single access to multiple surveys'.

MultiBasing allows users to analyse questions using information from a number of surveys, for example clients' own surveys combined with the industry currencies such as AMPS for branded data and TAMS for television. This allows clients to use the best sources of information for each media, but to combine them in a single crosstab analysis or schedule.

This innovation will be made available to Transmit clients at no additional cost, Telmar said in a statement.

Key here, is that according to Telmar, MultiBasing will extend the scope of media planning and strategy, allowing TV planning with product group and brand data, combined with the precision of TAMS data.