TView's optimization permits the use of weighted demos, so that as the plan is improved the focus remains on one or more key demos, while still keeping an eye on other demos.

 

For example, suppose you have defined the three demos shown in the dialog below.  In an optimization, you can tell TView to improve the plan's results primarily with Women 25-54 in mind, but with some consideration of the effect upon Men 254-54, and not particularly looking at other demos other than those:

 

 

 

Negative Weights

 

A novel application involves using negative weights. This allows a media planner to set a goal of reaching one target, while reducing reach against some other group.

 

This might be valuable for advertising of alcohol products, to define an adult target, while also attempting to reduce delivery to an underage target.  There may be some application of this feature in issue or political advertising as well, when exposure to one group but not another is desired.

 

Doing this in T-View is simple:  The planner merely enters a factor for each demographic of interest. If A is more important as B, then A should be tagged with a higher factor.  If A is to be increased while B is to be decreased, then B is assigned a negative value.