Consult the MRI data found in this chapter Principle: Be True to Thy Brand and Thy Consumer "Strategic Planning Chapter" in Advertising and IMC Principles and Practice, Global Edition to conduct the following analysis: Look first at the four Index columns and find the highest viewing category of late evening weekend news and compare that with the highest viewers of early evening weekend news

Consult the MRI data found in this chapter Principle: Be True to Thy Brand and Thy Consumer "Strategic Planning Chapter" in Advertising and IMC Principles and Practice, Global Edition to conduct the following analysis: Look first at the four Index columns and find the highest viewing category of late evening weekend news and compare that with the highest viewers of early evening weekend news. If you were advertising a new hybrid car, which category and time slot would deliver the greatest percentage of viewers who might be in the market? Now analyse the size of the category to determine which of the high viewing categories delivers the greatest number of viewers.