TV Ratings Flashcards
of viewers = TU (Total Universe) x Ratings
__________ and ___________ are the key measurement of a show’s accomplishment.
Ratings; Shares
IMPORTANCE OF TV RATINGS
TV show Ratings Ad Placement Income
“HIgher ratings demand _______________.”
higher cost
monitor & track performance
Rating - possibility: maraming ang patay ang TV
Shares -mas marami pa rin ang nanood
Program Tracking
Audience Analysis
__________ – kapit sa audience; gaano katagal sila manood.
Affinity
Compare competition
Alam kung saan pumupunta ang audience.
Comparative Analysis
compared to the previous show on same are time.
Post Launch Analysis
___________ – day-printing
Ex: prime time
Blocking
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
The analysis software lets you generate the TAM data. Analysis of data.
Step 7: Analysis Software
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
Large scale study to determine the characteristics of the universe:
- Family Composition
- Socio-economic and demographic indicators
- TV equipment characteristics
- General indicators of viewing.
Step 1: Establishment Survey
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
Aids media research companies in designing the sample.
Step 1: Establishment Survey
7 STEPS – TAM SYSTEM (Television Audience M)
Step 1: Establishment Survey
_______________________ – study to assess universe
know their preference
recruit
Establishment Survey
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
Sampling design is created.
Panel recruitment will take place.
Step 2: Panel Design & Recruitment
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
Ni-recruit na mismo ang isang household with TV.
Step 2: Panel Design & Recruitment
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
A Peoplemeter is installed in all TV sets in the recruited household.
Step 3: Meter Installation
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
The meter comes with a handset with each button assigned to each member of the household.
Step 3: Meter Installation
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
This is used to register the viewing of the HH members in the meter information obtained in the meter: time & length of viewing, person viewing, stations viewed.
Step 3: Meter Installation
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
Remote: with household roles to monitor the activity of every member in the house.
Step 3: Meter Installation
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
The meter has the capability to transmit data through telephones. Transmit/ travel data.
Step 4: Data Retrieving
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
Everyday, from 2am-6am a production software calls up the meter via phone line and directly downloads the data.
Step 4: Data Retrieving
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
A production software is in charge of:
- Polling the data
- Overseeing data production
- Quality Control & Validation
Step 5: Data Production, Quality Control, & Validation
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
In the quality control process & validation process, the system will be able to screen out and not produce data from families that are not cooperative in the process.
Step 5: Data Production, Quality Control, & Validation
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
Encodes all the programs and spots that were aired.
Step 6: Events Monitoring
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
All programs and spots are all digitally loaded and recorded in computer units.
Step 6: Events Monitoring
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
The encoded logs will now be integrated with the data that came from the meters to complete the TAM data.
Step 6: Events Monitoring
7 STEPS – TAM SYSTEM (Television Audience M)
Identify what step:
The analysis software is the most fundamental tool in getting most of the TAM data.
Step 7: Analysis Software
BASIC VIEWING BEHAVIOR VARIABLES
_______________: number of homes or people in homes with at least one working television.
TV Universe
BASIC VIEWING BEHAVIOR VARIABLES
__________: Average number of homes or individuals who have seen a specific program or day part.
TV Ratings
Ratings FORMULA
Ratings = # of viewers/TU (Total Universe)
no. of viewers FORMULA
no. of viewers = TU (Total Universe) x Ratings
BASIC VIEWING BEHAVIOR VARIABLES
__________________: Proportion of individuals viewing a specific program against the number of individuals watching TV at the same time.
Audience Share
TV Networks use ____________ in tailoring the content to give the audience.
ratings
Advertisers devise their ______________ in order to determine the most effective _________________ for their commercials.
media plans; viewership
Advertisers devise their ______________ in order to determine the most effective _________________ for their commercials.
media plans; viewership
__________: Taps into different households & classified them on their-socioeconomic classification.
__________: a planning tool
Nielsen;
ARYANA
_____________________________: An index defining the spends of the brand or product in relation to the category to which it belongs.
SHARE OF INVESTMENT
*_______________
Nakakaragadg sa total ratings; more reach
Bonus spots
Also known as Share of Spends or Share of Expenditures
SHARE OF INVESTMENT
Used as a benchmark of point of reference as to how much your brand is spending versus its competitors.
SHARE OF INVESTMENT
We correlate the SOV and SOI to check the effectivity of our TV Buys.
What is SOV and SOI?
SHARE OF VOICE vs. SHARE OF INVESTMENTS
_____________________: Share of total advertising exposure your brand gets versus its competitors.
SHARE OF VOICE
A way to measure a brand’s presence and to gauge how visible a brand is within an advertising medium during a given period.
SHARE OF VOICE
It doesn’t guarantee market share, but contributes significantly, especially for a brand that’s new to the market. They need a significant share of voice if they want higher market share to introduce the product to the market.
SHARE OF VOICE
Usually represented as a percentage of total exposures.
SHARE OF VOICE
RATINGS = ____________
MONEY
____________________________: The distribution of media weights (TARPS/ BUDGET) over time.
WEIGHTAGE SCHEDULE
WEIGHTAGE SCHEDULE
Tuloy-tuloy
Ex: 5 weeks of continuous advertising
Burst
WEIGHTAGE SCHEDULE
Continuous. Parang burst pero longer duration and lower level TARP.
Drip
WEIGHTAGE SCHEDULE
If we want to extend for a longer period
Mataas ang TARP level
In & out
Pulse
WEIGHTAGE SCHEDULE
If we want to extend for a longer period
Mataas ang TARP level
In & out
Pulse
________________________: The average number of opportunities to see (OTS) an ad. Average number of times that the target got to see the ad.
AVERAGE FREQUENCY
__________________: Brands with different marketing conditions need different levels of_________________.
EFFECTIVE FREQUENCY
REACH AND FREQUENCY
We want to reach ___________________ and as __________________.
as many people as possible; frequently as possible
_______________: Target as many consumers as possible. unduplicated.
REACH
_____________: The unduplicated% of our target audience who had the opportunity to be exposed to our ad at least one at a time. Unduplicated percentage ng target but varied frequencies.
Ilan ang nakapanood at least once?
REACH @1+
_________: Rating pero hindi duplicated.
1+ Reach Build
_____________: Reach consumers as many times as possible. The average number of times the unduplicated audience has been exposed to our ad.
FREQUENCY
FACTORS AFFECTING CPRP
-
-
-
Channel Selection (more free TV vs Cable)
Program Selection
Daypart Split
Bonus Spots
FACTORS AFFECTING CPRP
Can’t Control - ____________
Less viewers, CPRP goes ______
More viewers, CPRP goes ______
Ratings;
CPRP goes up;
CPRP goes down
_______________: The total number of individuals in a given target market. How many individuals consists of the market.
UNIVERSE
Higher CPRP → _____ Efficient Buys
Lower CPRP → _____ Efficient Buys
Less;
More
____________________________: SUM of all individual ratings.(target audience + rating point)
GROSS RATING POINTS
- __________ can be added because the target audience may see the ad more than once (this is called ____________).
TARPS; duplication
________________: allocating client’s investment dependent on program’s ratings.
Media planning
___________________ (CPRP): Cost of reaching 1% of our target and it is usually based on a 30s TVC. Magkano yung cost of each 1%% of our target.
COST PER RATING POINT
A _____________ is always qualified by a relevant target market.
Example: CDE Females 13-19 = 10M’
Absolute value. Ilan sila lahat?
universe
______________: Also called TARPS/ GRPS, Rating Point is the percentage (%) of the target universe exposed to a spot at a given period.
RATING POINTS
One rating point represents 1% of the given target market. Shrunk percentage.
RATING POINTS
Percentage (%) of a specific target audience.
RATING POINTS
_______________________: A particular group of consumers at which a campaign is aimed at. A group of people defined by psychographics or demographics.
TARGET AUDIENCE OR MARKET
Greater understanding by the audience = effective ad placements
TARGET AUDIENCE OR MARKET
It’s important to know who you are talking to. Know your __________.
market
It’s important to know who you are talking to. Know your __________.
market
This is the core of planning.
TARGET AUDIENCE OR MARKET
