TV Ratings Flashcards by Horang Hae

of viewers = TU (Total Universe) x Ratings

__________ and ___________ are the key measurement of a show’s accomplishment.

Ratings; Shares

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IMPORTANCE OF TV RATINGS

TV show Ratings Ad Placement Income
“HIgher ratings demand _______________.”

higher cost

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monitor & track performance

Rating - possibility: maraming ang patay ang TV
Shares -mas marami pa rin ang nanood

Program Tracking

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Audience Analysis

__________ – kapit sa audience; gaano katagal sila manood.

Affinity

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Compare competition
Alam kung saan pumupunta ang audience.

Comparative Analysis

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compared to the previous show on same are time.

Post Launch Analysis

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___________ – day-printing
Ex: prime time

Blocking

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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

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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

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7 STEPS – TAM SYSTEM (Television Audience M)

Identify what step:

Aids media research companies in designing the sample.

Step 1: Establishment Survey

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7 STEPS – TAM SYSTEM (Television Audience M)
Step 1: Establishment Survey

_______________________ – study to assess universe
know their preference
recruit

Establishment Survey

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7 STEPS – TAM SYSTEM (Television Audience M)

Identify what step:

Sampling design is created.
Panel recruitment will take place.

Step 2: Panel Design & Recruitment

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7 STEPS – TAM SYSTEM (Television Audience M)

Identify what step:

Ni-recruit na mismo ang isang household with TV.

Step 2: Panel Design & Recruitment

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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

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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

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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

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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

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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

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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

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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

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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

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7 STEPS – TAM SYSTEM (Television Audience M)

Identify what step:

Encodes all the programs and spots that were aired.

Step 6: Events Monitoring

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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

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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

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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 Have control: - - - -

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

TV Ratings Flashcards

(73 cards)