Forecasting TV audience: a consulting project with the Italian public television

GASPARINI, MAURO; Dipartimento Di Matematica - Politecnico Di Torino & IMPARATO, DANIELE; Dipartimento Di Matematica - Politecnico Di Torino
A statistical marketing consulting project financed by RAI, the public Italian television, is illustrated. Two alternative models have first been used, a statistical regression model and a data mining one, of a more empirical nature. Then the two models are hybridised in a third model, a compromise useful for applications. Finally, some real forecasting examples are illustrated.