This paper presents an application of DEA to ex ante planning based on an empirical data, while many applications of DEA are directed to the ex post evaluations of accomplishments of competing DMUs. For TV advertising planning, it is crucial to identify best practice commercials. However, though much effort has been done on determining advertising-response curves, there is little conclusive evidence as to the functional form of the maximum awareness value of the audiences given the repetitive insertions of a certain TV commercial to several dayparts. We propose a simple non-parametric approach to an optimization problem with unknown functional form of the frontier based on DEA. Using the awareness data of TV commercials by TV-CM KARTE as past observations, an illustrative application to the allocation of various TV commercials to dayparts is provided.
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