1. TV Landscape Flashcards
Why FTA?
Trusted environment
- Brand Safe
- Closed platform (professionally produced content)
Define Free-to-air
Linear viewing + BVOD
Define Linear Viewing
Linear Viewing: In-home linear viewing (traditional viewing via a television device)
or
Recorded or playback viewing (via a television device).
- A program is recorded at the time it is broadcast and viewed another time (i.e. time shift viewing)
Define BVOD
Live streaming (via a connected device)
- TV watched online is BVOD
- aka Catch-up TV
- BVOD: Broadcaster Video on Demand
- Via internet enabled device such as; set-top box; personal computer; mobile devices or connected TV.
- Live-streaming BVOD: watched live over the internet as it’s broadcast
- On-demand BVOD: watched anytime other than live
PWC (Price Waterhouse Cooper) Entertainment and Media outlook report forecasts FTA to grow annually at a rate:
0.6% from 2019 - 2023
PWC (Price Waterhouse Cooper) Entertainment and Media outlook report forecasts FTA to grow annually at a rate:
0.6% from 2019 - 2023
B/c BVOD is growing
Driver of growth of FTA
- BVOD (Faster internet, more internet enabled devices allowing for greater access)
- Cross-platform activations (e.g. Spon across both linear and BVOD)
- Measurement (VOZ - Virtual OZ looking at total TV holistically)
- Format licencing (Greater flexibility for broadcasters when purchasing content overseas)
- Production (FTA Networks are spending more money producing their own content rather than needing to purchase it) - owning more of the content supply chain
Strengths of Television
- TV Brings people together
- TV can reach a vast amount of people in a very short time (over 2 hours watched everyday by Australians, tentpole programs can reach 1 million Australians)
- Australian’s love and trust TV (ThinkTV)
- TV drives results for brands (Viewability, remembered 9x longer, no. 1 driver of search, ROI ($18.30 back))
- Brand safe (Full screen, sound on, professionally produced, closed platform)
Australians want to view local Australian content
- Top 10 are locally sourced programs
- Commercial Broadcasters invest $2.4 billion into creating local content.
- 50% of top 10 BVOD are also locally produced
Multi-channel
Commercial Networks broadcast 1 primary channel and up to 2 or more additional channels, which
are known as multi-channels.
BVOD
Each network has a streaming service which is known as BVOD (Broadcaster Video on Demand), also known asCatch-up TV.
Time Shifted
Time Shifted: a program is recorded at the time it is broadcast and viewed at a later time.
Multi-screen Report
Multi-screen Report - The multi-screen report is a Total TV report that brings together viewing on TV sets and other
video connected devices to provide all-screen, cross-platform rating report.
Analogue
Analogue - Non digital signal.
OzTAM
OzTAM - The official ratings provider for Metropolitan and Subscription TV.
Regional TAM
Regional TAM: The official ratings provider for Regional TV.
VPM
VPM (Video Player Measurement) (online) - introduced Feb 2019, separate to TV ratings
– OzTAM’s report which captures Minute by Minute data on participating
broadcasters’ online TV content played on-demand (Catch-up) or live-streamed to connected devices such as tablets,
smartphones, smart TVs, PCs/laptops and gaming consoles.
Consolidated 28-day rating
Consolidated 28-day rating - Ratings delivered on the 29th day after broadcast which include live and recorded
playback for 28 days.
Personalised content
Personalised content. Personalisation is providing the viewer content/experiences that meets their individual
requirements and preferences.
Addressable ads
Addressable ads. Addressable TV advertising is the ability to show different ads to different households while they
are watching the same program.
The Past:
- Whole households watching TV together
- High reach with one program, Friends used to consistently reach over 1.8 million people
The Present:
- Less co-viewing as people watch personalised content on different devices, often in different rooms
- Simultaneous TV and use of internet on another device
The Future:
- Multitasking on various devices
- Personalised content
- Addressable ads
Developments in 2009
First multi-channels from all broadcasters (ONE HD, GO!, 7Two, SBS Two)
Developments in 2010
- Time shifted viewing measured by OzTAM
- Launch of ABC News 24, 7Mate and Gem
Developments in 2011
- Channel 11 Launched
- SBS on Demand Launched
Developments in 2012
- Foxtel and Austar merge
- 11 multi-channels
- Nielsen releases 1st quarterly multi-screen report
Developments in 2013
- Analogue signal is switched off completely
- Foxtel Play launches
Developments in 2015
- Netflix Launches in Australia
- 9Life Launches
Developments in 2016
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
Developments in 2017
- Consolidated 28-day ratings data introduced
- Foxtel rebrands from Play to Now
- 105 STV channels
Developments in 2018
- 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
Developments in 2019
- Seven lose the Australian Open to Nine after holdings the rights since 1973.
- SBS World Movies launches
- 7Food closes
Developments in 2020
- 10 Shake Launches
- 9 Rush Launches
Developments in 2021
WIN: Nine in Sthn NSW, VIC & QLD, plus: Nine & Ten in Northern NSW, WA & TAS
SCA: Ten in Sthn NSW, VIC & QLD
Driving ROI (ThinkTV commissioned Ebiquity in 2018) findings…
- 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.
SOE
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.
Top 10 Advertising Categories on TV
- Retail
- Communications
- Finance
- Motor Vehicles
- Entertainment & Leisure
- Media
- Insurance
- Travel / Accommodation
- Real estate
- Services
(Government when it is an election year)
Top spending Advertisers on TV (2021)
- HN
- Commonwealth Gov
- Vic Gov
- Suncorp Group
- Woolworths
- Amazon
- Coles Group
- NSW GOV
- McDonalds
- Wesfarmers
Australians love to watch TV
- 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
Each day in Metro markets …
52.6% of the population watch linear each day. (9.35 million metro viewers)
Each day in Regional markets…
55.2% of the population watch linear each day. (4.4 million regional viewers)
Of those that subscribe to STV
64% watch each day (4.28 million STV viewers)
The average Australian watches over…
2 hours of linear each day
Who is viewing?
- 7/10 Australians watch Linear each week
- 2/10 Australians watch BVOD each week
The largest 77.1% share of viewing audience in Australia are people…
40+
People under 40 years make up only 22.9% of viewing audiences.
How Australians watch
- 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
% of viewing which is live
87.8% of viewing is live
% of viewing done 7 days from broadcast date
9.6% 7 days
% of viewing 8-28 days from broadcast date
2.6% 8 - 28 days
When they watch
- 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.
What they watch
- Reality (MAFs)
- Drama (H&A)
- Sport
- News and Current Affairs
- Documentary
- Comedy
TV provides broadcast coverage to
83% of the Australian population
Regional FTA Broadcasters
- SAS Seven Affiliate Sales
- SCA
- WIN
- SBS (government owned)
Government Broadcaster
ABC (no commercials)
STV provider - National
Foxtel (only STV provider which takes commercial content)
Non-commercial FTA Broadcaster
ABC
Regional Aggregate Markets
Northern NSW
Southern NSW
Victoria
Queensland
Tasmania WA
Submarkets
E.g. within Northern NSW (Northern Rivers, Newcastle, Tamworth & Taree)
Minor markets
E.g. within Northern Rivers (Kempsey, Coffs Harbour, Grafton, Gold Coast)
Solus Markets (bought individually)
Aka Individual or Diary markets
Darwin
Griffith
Mildura
Central Satellite
Spencer Gulf (Port Lincoln, Port Pirie & Broken Hill)
Mt Gambier/Riverland
TV Ratings Process
- A household is recruited onto the panel
- 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.
- Every night data is collected via a Unitam meter (device which captures/records/stores) and uploaded to a secure website
- Overnight data is provided each morning (programs that went to air or were played back before 2am that morning) to subscribers
Metropolitan panel size
5,250 homes
National STV panel size
2,120 homes
Regional panel size
3,198
OzTAM ratings covers…
Metro + National STV
The 6 Solus Markets are measured by…
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
Personal Video Recorders (PVR’s)
The introduction of PVR’s allows Australians to time-shift view.
Fast forwarded content…
Is not counted by OzTAM (must be played at normal speed)
Overnight data
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”)
Consolidated 7
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.
Consolidated 28
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.
Two different data types when measuring audience viewing
1/4 hour, Minute by Minute (MxM)
1/4 hour data
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.
MxM data (Elemental data)
Minute by Minute (MxM) is the actual delivery of your spot when appeared in the bought program.
Shows dips in ad breaks
Industry Tools (Analysis)
Analysis
-eTAM
- SMI
- TV Map
- adex
- arianna
- iPort
Industry Tools (Planning)
Planning
- Curv8ture
- Asteroid
- Nielsen CMV
- AQX
- Warc
- Bzone
- Savvy
- Mediaocean
Industry Tools (Buying)
Buying
- Mediocean
- Optim8
- eTAM
- Spectra
- TVmap
- Bzone
- Genesis
- Mediacore
Industry Tools (TVC despatch)
TVC Despatch
- Adstream
- Dubsat
- Peach
Industry Tools (Post Analysis)
Post Analysis
- Media Ocean
- eTAM
- iPort
4 steps in the VPM process
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
VPM Reporting
- 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.
TV ratings are
- Accountable
- Transparent
- Independently audited for 16 years
- Australia has one of the largest audience measurement panels in the world
Media Ownership Rules (2-to-market rule)
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.
(Media Ownership Rules) One-to-market TV rule
● 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.
(Media Ownership Rules) Number of voices rule
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.
Code of Practice
- Regulate Broadcast Content according to current community standards
(FreeTV Australia + The Public + acma (Australian Communications and Media Authority)
Content regulation to obtain an Australian broadcast licence
- 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
M Classification Zone runs
School days: 7.30pm - 6.00am; 12noon to 3.00pm.
Weekends, public holidays and school holidays: 7.30pm to 6am
MA15+ Classification zone runs
8.30pm to 5.00am on any day
Films M or MA15+ (subject to different rules)
- 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
Clear Ads
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
Non-program matter (Paid advertising)
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.
Non-program matter (Paid advertising)
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.
TARPs
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.
GRP or total TARPs
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
Average Frequency
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).
Effective Frequency
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.
Potential
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.
Reach
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%.
CPR
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
CPM
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.
CPT
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.
Audience/Projections/Thousands
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.
Share
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:
- Share to all - Share as a percentage of all viewing including FTA & STV.
- FTA Share - Share measured against FTA networks only (Seven, Nine, Ten, SBS, ABC).
- Commercial Share
- Share measured against FTA commercial networks only (Seven, Nine, Ten, SBS)
Position in Break (PIB)
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.
Day Part/Zone
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.
Peak: Off Peak (P/OP)
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
Cumulative Reach
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.
Sample Size
Sample Size
The OzTAM panel size for any specific demographic, from which the viewing data is collected.
Time Spent Viewing
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.
Cost Efficiency
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.
Effective Reach
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.
NA’s (Not Available)
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.
Survey week commencing
Survey week commencing
All survey weeks run for the full 7 days, and commence on a Sunday running through to Saturday.
5 Cap City
5 Cap City
Five capital cities (Sydney, Melbourne, Brisbane, Adelaide and Perth)
Promotional Spot
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.
Delete & Charge (D&C)
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.
Demographic or Target Audience
Demographic or Target audience
Basic descriptor of individuals or households using classifications such as age, sex, occupation group, education
level, household size, etc.
Objective
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!
Forecast
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.
Free-to-Air (FTA)
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.
STV
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.
TVC Classification
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.
Audience Profile %
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.
