Sources of Information in Advertising
Television Ratings:
There are various ways of gathering information from television ratings. One way of collecting data is by using 'BARB' (Broadcasting Audience Research Board).
BARB was established in 1981 and is owned by the BBC, ITV, Chanel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising).
BARB currently has over 5000 homes, those of which include over 11, 500 people who are participating to the panel. This has been calculated by using a 2001 census of the population of the UK (58,789,194). It has been proven that each BARB box represents over 5000 people.
The Individuals have a box fitted into their homes that records everything that they watch. Panelists can indicate who is in a room at the time by pressing a button on a handset.
Information is gathered overnight and then gets published as an overnight rating at 9:30am for the personal use of television stations and advertising industries.
About a week after the ratings are published, the current ratings then get added up with the ratings of programmes that have been recorded during the week (this is allowed up to 7 days). These figures are known as a 'timeshift'.
Collecting information this way is useful and effective because it allows the public to have an official understanding of how their data is collected by watching certain programme. Collecting ratings in this way demonstrates what programme is watched the most in the UK.
Programme Profiles:
This is breakdown of who watches any programme on television. A programme profile can also target an advert to any programme broadcasted. This is useful for an advertiser because it demonstrates that the audience's favourite shows can help them gather even more information to publish more ratings. Certain programmes can be targeted at a specific audience.
For example, 'Downton Abbey' can be targeted towards women who aged 50 and over and a football programme could be targeted mainly towards men.
Rate Card:
A rate card is a document listed with the prices for advertisements and various other advertising placements. Rate cards are normally used for guidance due to the charge on some prices varying over periods of time.
In other ways, a rate card can also be used for promotional purposes.
Programmes that have been on air for several years, such as 'Coronation Street' or 'Eastenders' evidently are a lot more expensive than programmes that haven't been aired for as long. These soaps seem to attract a larger audience, so this means that their rates are increasingly large. These soaps are also aired at sociable hours and this plays a huge role on ratings.
Target audience is important for ratings because shows are often aired at times where teens (for example) are at school or when they are busy. Nowadays teenagers tend to spend the vast majority of their time on their phones/tablets/laptops and this means that they won't necessarily be watching programmes as much as adults might be. This concludes why targeting the correct audience is essential.
Rate cards are important in an advertising company because it gives the advertising company an understanding of who will be watching a particular programme at a certain time. This is important because they need to gather the information from the audience to see whether or not the programme is successful. One useful company for this would be the ITV Media. Another useful company would be Channel 4 Sales.
There are various ways of gathering information from television ratings. One way of collecting data is by using 'BARB' (Broadcasting Audience Research Board).
BARB was established in 1981 and is owned by the BBC, ITV, Chanel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising).
BARB currently has over 5000 homes, those of which include over 11, 500 people who are participating to the panel. This has been calculated by using a 2001 census of the population of the UK (58,789,194). It has been proven that each BARB box represents over 5000 people.
The Individuals have a box fitted into their homes that records everything that they watch. Panelists can indicate who is in a room at the time by pressing a button on a handset.
Information is gathered overnight and then gets published as an overnight rating at 9:30am for the personal use of television stations and advertising industries.
About a week after the ratings are published, the current ratings then get added up with the ratings of programmes that have been recorded during the week (this is allowed up to 7 days). These figures are known as a 'timeshift'.
Collecting information this way is useful and effective because it allows the public to have an official understanding of how their data is collected by watching certain programme. Collecting ratings in this way demonstrates what programme is watched the most in the UK.
Programme Profiles:
This is breakdown of who watches any programme on television. A programme profile can also target an advert to any programme broadcasted. This is useful for an advertiser because it demonstrates that the audience's favourite shows can help them gather even more information to publish more ratings. Certain programmes can be targeted at a specific audience.
For example, 'Downton Abbey' can be targeted towards women who aged 50 and over and a football programme could be targeted mainly towards men.
Rate Card:
A rate card is a document listed with the prices for advertisements and various other advertising placements. Rate cards are normally used for guidance due to the charge on some prices varying over periods of time.
In other ways, a rate card can also be used for promotional purposes.
Programmes that have been on air for several years, such as 'Coronation Street' or 'Eastenders' evidently are a lot more expensive than programmes that haven't been aired for as long. These soaps seem to attract a larger audience, so this means that their rates are increasingly large. These soaps are also aired at sociable hours and this plays a huge role on ratings.
Target audience is important for ratings because shows are often aired at times where teens (for example) are at school or when they are busy. Nowadays teenagers tend to spend the vast majority of their time on their phones/tablets/laptops and this means that they won't necessarily be watching programmes as much as adults might be. This concludes why targeting the correct audience is essential.
Rate cards are important in an advertising company because it gives the advertising company an understanding of who will be watching a particular programme at a certain time. This is important because they need to gather the information from the audience to see whether or not the programme is successful. One useful company for this would be the ITV Media. Another useful company would be Channel 4 Sales.
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