Single-source data (also single source) is the measurement of TV and/or other mass media's advertising exposure and purchase behavior, over time for the same individual or household. This measurement is gauged through the collection of data components supplied by one or more parties overlapped through a single, integrated system of data collection matched to the person or household level. How these data are stored is known as a single-source database.In TV advertising measurement, single-source data is used to explore how advertising exposure influences individuals or households' loyalty and buying behavior across different windows of time, e.g., year, quarter, month, and week. Single-source data is a compilation of (1) home-scanned sales records and/or loyalty card purchases from retail or grocery stores and other commercial operations, (2) ad exposure (or not) from TV tune-in data from cable set-top boxes or people meters (pushbutton or passive) or household tuning meters, and (3)
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