1. TV Landscape Flashcards

Question

Developments in 2010

Answer 1

- Time shifted viewing measured by OzTAM - Launch of ABC News 24, 7Mate and Gem

Answer 2

- Channel 11 Launched - SBS on Demand Launched

Answer 3

- Foxtel and Austar merge - 11 multi-channels - Nielsen releases 1st quarterly multi-screen report

Answer 4

- Analogue signal is switched off completely - Foxtel Play launches

Answer 5

- Netflix Launches in Australia - 9Life Launches

Answer 6

NEC (Nine entertainment company) switches regional affiliate rights from WIN to SCA. Ten switches from SCA to WIN. -SBS Two rebrands to Viceland - Video Player Measurement (VPM) is introduced via OzTAM, providing data measurement on ay device, at any time in any location

Answer 7

- Consolidated 28-day ratings data introduced - Foxtel rebrands from Play to Now - 105 STV channels

Answer 8

- Eleven rebrands to 10 Peach, One to Boss and then Bold. - Discovery Channel and TLC become available on Fetch TV - Nine lost Test Cricket for the first time since 1977. Test, Women's and Big Bash move to Seven. - SBS Food and 7Food launch in Metro and QLD Regional markets

Answer 9

- Seven lose the Australian Open to Nine after holdings the rights since 1973. - SBS World Movies launches - 7Food closes

Answer 10

- 10 Shake Launches - 9 Rush Launches

Answer 11

WIN: Nine in Sthn NSW, VIC & QLD, plus: Nine & Ten in Northern NSW, WA & TAS SCA: Ten in Sthn NSW, VIC & QLD

Answer 12

- TV is an efficient channel when indexed against the 4- biggest categories (FMCG, Automotive, Finance and e-commerce) - TV held the greatest retention rate and lingering effect on consumer purchasing behaviour. - TV was the strongest medium to drive brand growth.

Answer 13

Share of Expenditure (SOE) is the measure (% share) of advertising expenditure out of the total advertising expenditure over a defined period expressed as a percentage. SOE can be calculated based on a defined set of advertisers e.g., competitor set (category) or all advertisers. Calculation is $ expenditure ($100)/total $ expenditure ($1000) x 100 = 10% SOE.

Answer 14

1. Retail 2. Communications 3. Finance 4. Motor Vehicles 5. Entertainment & Leisure 6. Media 7. Insurance 8. Travel / Accommodation 9. Real estate 10. Services (Government when it is an election year)

Answer 15

1. HN 2. Commonwealth Gov 3. Vic Gov 4. Suncorp Group 5. Woolworths 6. Amazon 7. Coles Group 8. NSW GOV 9. McDonalds 10. Wesfarmers

Answer 16

- Each week over 17.5 million Australians watch linear TV ( >71.2% of the population) - Each month 20.9 million Australians (85.1% of the population) - Huge audiences

Answer 17

52.6% of the population watch linear each day. (9.35 million metro viewers)

Answer 18

55.2% of the population watch linear each day. (4.4 million regional viewers)

Answer 19

64% watch each day (4.28 million STV viewers)

Answer 20

2 hours of linear each day

Answer 21

- 7/10 Australians watch Linear each week - 2/10 Australians watch BVOD each week

Answer 22

40+ People under 40 years make up only 22.9% of viewing audiences.

Answer 23

- Aussies now have over 6.6 video capable devices at home - More time is spent watching video content on Linear rather than YouTube or BVOD - The living room remains the most popular location for TV viewing

Answer 24

87.8% of viewing is live

Answer 25

9.6% 7 days

Answer 26

2.6% 8 - 28 days

Answer 27

- Winter months (July) - Start of the week (Sun-Wed) (people do other stuff on Thu-Sat) (exception is sporting programs which do well on any day) - Peak viewing 6:00pm to 10.30pm aka. 1800-2230.

Answer 28

- Reality (MAFs) - Drama (H&A) - Sport - News and Current Affairs - Documentary - Comedy

Answer 29

83% of the Australian population

Answer 30

- SAS Seven Affiliate Sales - SCA - WIN - SBS (government owned)

Answer 31

ABC (no commercials)

Answer 32

Foxtel (only STV provider which takes commercial content)

Answer 33

Northern NSW Southern NSW Victoria Queensland Tasmania WA

Answer 34

E.g. within Northern NSW (Northern Rivers, Newcastle, Tamworth & Taree)

Answer 35

E.g. within Northern Rivers (Kempsey, Coffs Harbour, Grafton, Gold Coast)

Answer 36

Darwin Griffith Mildura Central Satellite Spencer Gulf (Port Lincoln, Port Pirie & Broken Hill) Mt Gambier/Riverland

Answer 37

1. A household is recruited onto the panel 2. The TV sets are monitored and records the following information (Who is watching, time/date/duration, whether each TV is on or off, the TV audio signal. 3. Every night data is collected via a Unitam meter (device which captures/records/stores) and uploaded to a secure website 4. Overnight data is provided each morning (programs that went to air or were played back before 2am that morning) to subscribers

Answer 38

5,250 homes

Answer 39

2,120 homes

Answer 40

Metro + National STV

Answer 41

Diaries (do not have people meter panel households) Years can go by without an updated survey in these markets, as they're at the discretion of the sales networks that fund the surveys

Answer 42

The introduction of PVR's allows Australians to time-shift view.

Answer 43

Is not counted by OzTAM (must be played at normal speed)

Answer 44

Overnight (Live + As Live) ● Overnight – delivered each morning. Includes ratings for yesterday’s programs that were watched as they actually went to air (“Live”) or were recorded and played back by 2am (“As Live”)

Answer 45

Consolidated 7 (Live + As Live + Time Shift to 7) Delivered each morning (at the same time as Overnight data) for the corresponding research week (8 days) earlier. Consolidated 7 data takes account of “Live”, “As Live” and “time shift to 7” viewing.

Answer 46

Live + As Live + Time Shift 7 + Time Shift 8-28 available each morning (at the same time as Overnight and Consolidated 7 data) for the corresponding research day four weeks (29 days) earlier. Consolidated 28 data takes into account “Live”, “As Live” and “Time Shift to 7” and “Time Shift to 8-28” viewing. While this is available, agencies rarely use this.

Answer 47

1/4 hour, Minute by Minute (MxM)

Answer 48

1⁄4 Hour is the trading currency or the audience data set that is used when buying (advertising spots). When the spot you’ve bought in a program goes to air it appears at an exact minute, for example 2032, but when you were forecasting the audience you would have been using a 1⁄4 hour average, for example, 2030-2045.

Answer 49

Minute by Minute (MxM) is the actual delivery of your spot when appeared in the bought program. Shows dips in ad breaks

Answer 50

Analysis -eTAM - SMI - TV Map - adex - arianna - iPort

Answer 51

Planning - Curv8ture - Asteroid - Nielsen CMV - AQX - Warc - Bzone - Savvy - Mediaocean

Answer 52

Buying - Mediocean - Optim8 - eTAM - Spectra - TVmap - Bzone - Genesis - Mediacore

Answer 53

TVC Despatch - Adstream - Dubsat - Peach

Answer 54

Post Analysis - Media Ocean - eTAM - iPort

Answer 55

There are 4 steps in VPM process: 1. Broadcaster embeds media ID’s into the video player library content 2. Viewer plays the broadcaster’s video 3. OzTAM collect, store and process the online video viewing data 4. OzTAM deliver VPM report

Answer 56

- MxM data - ABC, Seven, Nine, Ten, SBS & Foxtel - Now for individual people viewing as a part of VOZ. OzTAM publishes daily rolling 7-day and 28-day BVOD/catch-up reports on its website covering the previous 7 and 28 days of BVOD/catch-up VPM activity. OzTAM also publishes a weekly report capturing the top live-streamed programs each week (preceding Saturday-Sunday). The daily cycle for VPM reporting is as follows: ● BVOD/Catch-up: midnight to midnight, Sydney time. ● Live-streaming: 2:00-2:00 local market time.

Answer 57

- Accountable - Transparent - Independently audited for 16 years - Australia has one of the largest audience measurement panels in the world

Answer 58

Two-to-a-market radio rule: o Prevents control of more than two commercial radio licenses in the same license area. E.g., for Sydney radio, you cannot have one director owning all the licenses. Nova, Mix, Today FM etc. can’t be owned by one person. o There must be 2 owners to a market to allow for fair competition. If there are 12 radio licenses in a market, there must be a minimum of 2 owners for the 12 licenses per market.

Answer 59

● One-to-a-market TV rule: o Prevents control of more than one commercial television license in the same license area. E.g., in Melbourne, a director of a company cannot own 100% of Channel 7 and 100% of Channel 9.

Answer 60

Number of voices rule: o Prevents media acquisitions (commercial television, commercial radio and associated newspapers) that would result in fewer than five independent media operators in a metropolitan license area or four in a regional area.

Answer 61

- Regulate Broadcast Content according to current community standards (FreeTV Australia + The Public + acma (Australian Communications and Media Authority)

Answer 62

- 55% of content must be Australian programming between 6am and midnight on their primary channel - They must also run at least 1,460 hours of Australian programming on multi-channels

Answer 63

School days: 7.30pm - 6.00am; 12noon to 3.00pm. Weekends, public holidays and school holidays: 7.30pm to 6am

Answer 64

8.30pm to 5.00am on any day

Answer 65

- A film classified as M can only run 8.30pm to 5am (or between noon and 3pm) - A film classified at MA15+ can only run 9.00pm - 5am

Answer 66

Agencies submit ads for a Clear Ads classification, Clear Ads will provide a number that will determine where the ad can run and with what type of contents. ● Most material is provided electronically using Adstream, Dubsat or MD services. ● Clear Ads (Commercials Advice Division) is operated on behalf of the members of Free TV Australia. ● Clear Ads applications must include: 1. A copy of the full Audio/Visual Script/Storyboard 2. Substantiation for any claims made 3. Final commercial

Answer 67

Main channels (18:00 - 24:00) 13 mins per hours, other times (15 mins per hour) Multi-channels 15 mins per hours after 6pm or 16 mins per hour other times.

Answer 68

Main channels (18:00 - 24:00) 13 mins per hours, other times (15 mins per hour) Multi-channels 15 mins per hours after 6pm or 16 mins per hour other times.

Answer 69

A TARP stands for Target Audience Rating Point. It is always expressed as a %. The TARP outlines the % of your buying target audience that is watching the TV program. This is the average viewing audience for a demographic expressed as a percentage of the relevant Universe Estimate. Calculation: Average Audience/Potential x 100 Example: If you had a buying target audience of Women 25-54, and 12% of this total target audience (the potential) watched Home and Away in Melbourne, the TARP would be 12. If the Potential for Women 25-54 is 1,120,000 and of those 134,000 are watching Home and Away, the TARP is calculated as 134,000 / 1,120,000 *100 = 12% expressed as 12 TARPs.

Answer 70

The total sum of the individual TARPs by spot, by market. (TARPs cannot be measured across markets e.g. you cannot add Sydney TARPs to Melbourne TARPs etc). GRP or Total TARPs are used to indicate the total weight or impact of your total TV schedule. Example: Market : Sydney ● Spot 1 (Better Homes & Gardens) TARP = 5 ● Spot 2 (Bachelor) TARP = 6 ● Spot 3 (Sport) TARP = 3 Total TARPS = 14

Answer 71

The average number of times the target audience is exposed to your Television commercial. Average Frequency is a goal in TV buying as it outlines how many times the TVC (Television Commercial) is seen on average. Calculation: Total TARPs/Reach% Example: Total TARPs is 50 Reach is 40% (Total TARPs) 50 divided by (Reach %) 40 = 1.25x (Average Frequency).

Answer 72

Is the number of exposures such as 1+ or 2+ etc. This is necessary for an advertising message to produce it’s desired effect. There is no set rule for what the Effective Frequency is. This is an individual advertiser goal based on many different elements ie the size of their advertising category, the number of competitors within that category, the strength of the TVC and the length of the TVC (15 seconds through to 60 seconds), product launch, less engaging product (toilet cleaner), more engage product (new Mascara) etc.

Answer 73

Potentials (Universe Estimates) are the total number of people within a target audience and location. The estimated population against which television audiences are calculated. Potential or UEs are based on data from both the OzTAM survey and the Australian Bureau of Statistics (ABS). Example: There may be 900,000 People aged 25-54 in Sydney, so 900,000 is the potential for that target audience and market.

Answer 74

Reach is one of the main metric’s by which we measure the performance of the TV campaign, it refers to the percentage of people within the target audience that we are planning to reach in a campaign. Calculation: Reach/Universe Estimates (Potential) x 100% Example: If your television campaign reached 650,000 women in Sydney aged 25-54 and the potential is 1,120,000 you would divide 650,000 into 1,120,000 *100 to get the reach in Sydney. The Reach is therefore 58%.

Answer 75

Cost per Reach refers to the cost of each reach point your television campaign will achieve. Calculation: Total budget/Reach Example: If your media plan had a reach goal of 40% 1+ in Sydney and the budget was $100,000, you would divide the reach into the budget to get a cost per reach point which equals $2,500 CPR. $100,000/40 = $2,500

Answer 76

If a 30 second spot in the News costs $6,000, and the audience delivery against your target audience is 250,000, you divide 250 into $6,000 and the CPM is $24.

Answer 77

Cost per TARP refers to the cost of reaching 1% (1 TARP) of people in the target audience group. Calculation: Cost of spot/TARP Example: If a 30 second spot in A Current Affair costs $8,000, and the TARP against your target audience is 5, you divide 5 into $8,000 so the CPT is $1600.

Answer 78

The average number of people or homes in a target market who were watching a specific program each minute, this is expressed in the full figure for that demographic. Example: Women 25-54 watching Home and Away in Melbourne is 250,000, so this refers to the Audience Projection.

Answer 79

The viewers of a particular program or time slot expressed as a percentage of total TV viewing at that time. There are different alternatives for viewing share, so always make sure you know what Share you are evaluating. Example: You can look at the following Shares: 1. Share to all - Share as a percentage of all viewing including FTA & STV. 2. FTA Share - Share measured against FTA networks only (Seven, Nine, Ten, SBS, ABC). 3. Commercial Share - Share measured against FTA commercial networks only (Seven, Nine, Ten, SBS)

Answer 80

This is where the advertising spot appears in the break within a television program. Position in Break result will be shown by spot in your post analysis. There is 3 sets of numbers for example, 2/5/6. This refers to where your TVC is placed. Example: The TVC appeared as the 2nd TVC in a break. There were 5 TVCs in total in that break, and there were 6 ad breaks within that program. The position your TVC is placed within a break can increase the recall or cut through of the TVC, so first and last in break is considered the optimum placement.

Answer 81

A section of the viewing day defined by a start and end time. Example: 1800-2400 or 0600-2400 or 1700-1800, always expressed in 24 hour time to avoid any confusion.

Answer 82

This represents a block of time day or night that your TVC will appear in. You will always be given a buying objective of Peak vs Off Peak, this ensures cost and reach objectives can be achieved. Peak can also be referred to as Zone 1. ● Peak traditionally refers 1800-2230 ● Off Peak is 0600-1800 and 2230-2400 There are sub zones that can fall within these Off Peak time blocks, these can be: ● Morning 0600-0900 ● Monday-Friday Daytime 0900-1700 ● Weekend Daytime 0900-1700 ● Fringe 1700-1800 ● Late Night 2230-2400 ● Midnight to Dawn 2400-0600

Answer 83

Cumulative Reach Cumulative Reach is the combined number of unique viewers that have seen at least one minute of a TV program across its total playing duration. Example: Cumulative reach results count a viewer once only, even though they have seen the message multiple times.

Answer 84

Sample Size The OzTAM panel size for any specific demographic, from which the viewing data is collected.

Answer 85

Time Spent Viewing The average number of hours or minutes the viewer has spent watching television programs across different time periods. Example: you may look at Women 25-54 and the time spent viewing Metropolitan TV in any given month, or across a 12 month period etc.

Answer 86

Cost Efficiency Cost Efficiency can be expressed as either CPM or CPT, depending on the buying objective you are working to. It refers to the efficiency of each program and also the total campaign by market.

Answer 87

The Effective Reach of a TV campaign is defined as the percentage of the audience that is exposed to the TVC with a frequency equal to or greater than the effective frequency. The number or percentage of the target audience who are reached at, or above, the effective frequency level. Example: You can view the % of your target audience as a Reach together Frequency at that reach level. So 80% of your target audience saw the TVC once, 65% of your target audience saw the TVC three times.

Answer 88

NA’s (Not available) When you send your TV spot booking through to the Network you will receive confirmation back from the Network that all spots are booked. But you may be told some of the programs you booked are Not Available because the program is already fully booked OR the program could be sponsored by a competitor and your TVC is not allowed to run in that program.

Answer 89

Survey week commencing All survey weeks run for the full 7 days, and commence on a Sunday running through to Saturday.

Answer 90

5 Cap City Five capital cities (Sydney, Melbourne, Brisbane, Adelaide and Perth)

Answer 91

Promotional spot A Promotional spot refers to the Television Network placing an advertisement for their own programming; this is how the Networks promote their programming to the viewers.

Answer 92

Delete & Charge (D&C) Delete & Charge is when a client needs to cancel their TV spots within the cancellation deadline. Generally, 6 weeks prior to your campaign going to air you are not allowed to cancel the airtime. A client may need to do this for many reasons, maybe there is a potato shortage and they are not able to guarantee that Woolworths will be fully stocked with their product. With D&C the client will still have to pay for the airtime in the month it was originally booked, but can re-book the airtime as required. This often requires the TV buyer to keep a close eye on the post analysis as often D&C airtime can be moved around by the Networks.

Answer 93

Demographic or Target audience Basic descriptor of individuals or households using classifications such as age, sex, occupation group, education level, household size, etc.

Answer 94

In all elements of TV planning and buying, Objectives will be set that the TV buyer must adhere to. Traditionally the Objectives will be set for many different areas ie Planned Weekly TARPs, the 1+ Reach that must achieve, the ratio of Peak to Off Peak TARPs. Without Objectives you are working blindfolded!

Answer 95

Forecast Forecast refers to how forecast potential audience ratings, mainly for particular programs or sporting events that are new to air. Example: The Olympics is a sporting event that has a lot of variables (time on air, number of Australian athletes, where it is held etc) so a TV buyer will forecast using historical data what they believe the audience delivery (TARPs/Thousands) for individual events will be.

Answer 96

Free-to-Air (FTA) FTA refers to the broadcaster or TV Network that puts all their content to air for free for Australians. The Networks include 7, 9 & 10 Networks (Primary, Secondary, Catch-up), SBS and ABC.

Answer 97

Subscription TV (STV) STV refers to broadcasters or TV Networks where the viewer subscribes and pays for programming. There are many different “subscription packages” that households can buy, specifically to support on the type of household.

Answer 98

TVC Classification All television commercials are given a classification by Clear Ads, the classification the TVC is given will determine what time of day, or the type of programming the TVC can be placed in. It is very important to know the classification of the TVC before you plan (and then buy) your campaign. A PG classified TVC will be able to appear in a large cross section of timeslots and programming allowing you to buy more cost efficient programs.

Answer 99

Audience Profile % Shows the audience composition or make up of an event or time slot by calculating the proportion of viewers in the target demographic to the number of total viewers watching that program. Calculation: Target group audience / Total People Audience Audience profile will help you assess the level of wastage ie that of the total people viewing a particular programme only 5% are actually your target audience.