Week 7 - TV and Radio Advertising Flashcards
What is the industry standard for audience measurement?
OzTam - the sole provider of peoplemeter ratings.
Manages all TV ratings data covering 5 capital cities for free to air, and nationally for subscription TV
Currency by which TV is bought, sold & evaluated
* Used by media buyers, networks & program suppliers
* Evaluating performance (network & program), understanding
viewer behaviour, for program development, scheduling,
advertising planning
OzTam is owned by who?
The 3 commercial FTA networks
What is the 9 step OzTam ratings process?
- Survey the population
- Recruit the panel
- Install the peoplemeters
- Retrieve the data
- Match OzTam library of references with…
- Audio from the homes
- Confirm they can use the data and weigh up the panel
- Integrate with program name database
- Deliver the data
How many households are in the metro panel?
3,500
How many households are in the regional panel?
2,135
What are the 4 stages of the TV buying process?
- Set up
- Booking
- Tracking
- Delivery
What is involved in the set up (stage one)? [TV buying process)
- Receive approval
- Check available airtime
- Check airtime is ideal
- Construct TV spot buy
- Check R&F goals
- Check P/OP split
What is involved in the book stage (stage two)? [TV buying process)
- Negotiate with networks
- Book airtime
- Replace non-avails
- Check airtime is idea
- Check R&F goals
- Check P/OP split
What is involved in the tracking stage (stage three)? [TV buying process)
- Complete final buy
- Confirm spot schedule
- Track campaign weekly
- Check holdings weekly
- Tweak buy to maintain goals
What is involved in the delivery stage (stage four)? [TV buying process)
- Run post reports weekly
- Negotiate compensation
- Complete post analysis
- Provide results & learnings
How is TV bought?
- By market (MTV, RTV, STV)
- By commercial length (15, 30, 45, 60, 90 OR 180 & 240 seconds)
- Generally buy to
- TARPS
- Reach & Frequency (R&F)
- Budget
- Peak / Off Peak Splits
- Programming Set
- Cost Efficiency
- Environment
What is the core target audience?
Often used as a planning audience that is used yielding brand insights and consumer research.
What are Universe Estimates (UEs)?
The estimated population against which media audiences are calculated.
UEs are based on data from both the OzTam Establishment Survey and the ABS
UEs for FTA networks are set for a year; for STV networks they are set quarterly.
UEs for FTA networks are set for…?
The year
UEs for STV networks are set…?
Quarterly
What is a network share and how do you calculate it?
The viewers of a particular event of time band per minute expressed as a percentage of Total TV viewing during the same time period.
(Audience of Channel 10 / people watching TV) x 100
(5/15) x 100 = 33.3%
What is a TARP?
Target Audience Reach Point
The % of target prospects who have been exposed to a TV program. e.g. a TARP of 18.5 against W18-39 means 18.5% of women that age watching TV were watching that show.
Any given programme will have as many different TARP scores as there are demographics available for measurement
How do you calculate the TARP for men watching The Block?
(Men watching the block / male TV universe) x 100
(3/50) x 100 = 6%
TARPS are the currency used to buy TV. It is a numerical way of show…?
How many rating points were bought against the demographic
As TARPS are a percentage, they can only be added together when?
The TARPs are using the same base i.e. You can add up TARPS in Brisbane. You CANNOT however add all Brisbane TARPs with all Sydney TARPs because Brisbane and Sydney have different bases (potentials).
What are ratings or gross rating point (GRP)?
The sum of the individual TARP percentages multiplied by the number of spots for a TVC (TV commercial) campaign. GRP indicates the total weird or impact of a schedule, that is, the gross audience including duplications.
= TARP% of TVC in program 1 + program 2 + program 3, etc
It’s the standard reporting currency
Published ratings of Australian TV provide:
A very blunt estimate of the audience size for any given program and need to be interpreted with some caution.
Ratings for a program tend to be considerably higher than for advertising breaks within the program.
Advertising brought on the forecasted ratings fro the program, not the ad break.
Ratings fluctuate across a program. Typically the first 10-15 minutes of a program are typically the highest
What is a CPT?
Cost per TARP
To calculate the CP you need to know what?
The cost of the ad in a program and the number of TARPS for that program
e.g. If an ad in Mr Robot costs $10,000 and has a TARP of 5 for Men (34-44) then the CPT = $2,000
If the TARP was W18-35 is 18.5 than the CPT is $540.54
There is a mathematical relationship between:
Reach, average frequency and TARPS.
- Reach x av. frequency = TARPs
- TARPS / reach = av. frequency
- TARPS / av. frequency = reach
Not all TARPs are created equally. TARP affect can be influenced by:
- Quality of environment
- Clutter in environment
- Frame of mind of audience
- Length of creative
- Position in break
Always look for quality over quantity
What are reach curves used for?
How much reach will you get from any specific level in a particular channel.
Understanding the diminishing returns related to a channel.
The reach curves plots reach against impacts / GRPS / TARPS
What is effective frequency?
The number of exposures (1+, 2+, 3+, etc) considered necessary for an advertising message to produce an effect (i.e. for the target market to take a desired action or for the ad to elicit the desired response)
Advertisers undertake research or may set some rule as to how many exposures they think are necessary after taking into consideration variables such as:
- the competitive environment
- creative execution
- TVC (TV commercial) length
- product life cycle
- product positioning
What does frequency distribution show?
The reach at each frequency level.
More useful than the average in understanding how your target audience is exposed to advertising
What are the strengths of TV?
- builds high reach quickly
- targets a mass audience and broad demographic groups
- can be geographically targeted/selective
- is dynamic as you can impact through sound, sight and movement
- reaches people in their own homes or personal space
- delivers a call to action
- highly researched - lots of data available
What are the weaknesses of TV?
- high production cost
- high media cost
- difficult to be targeted short term - need long lead time to produce and book
- people channel surf and also increasingly use DVRs
- TV is not paid for so people may be less engaged in the medium
- high level of ad clutter - 13 mins an hour so can be between 26-4o ads per hour plus station promos
- can’t measure out of home viewing
What are/is the media task? (4 components)
- awareness
- understanding
- relationship
- action
What are/is the media objectives?
- reach
- geography
- frequency
- continuity
Radio is bought by spot, targeting by time zones which are abbreviated to B.M.A.D.E. What does it stand for?
- Breakfast 6-9am
- Morning 9-12pm (or 1pm)
- Afternoon 12-4pm
- Drive 4-7pm
- Evening 7-midnight
Radio spots are priced per:
Time zone, and in popular zones of breakfast and drive may also be priced per hour. e.g. 7-8am generally most expensive
How do you price radio?
Cost x spots = total cost
20 spots on 97.3 @ $280 rate = $5,600 total cost
