Agencies in the advertising business gather all of the information needed before they start a new advertising campaign. They use BARB. There are many categories which are separated. These are;
- Social grade
- Age
- Gender
- Geodemographics
- Psychographics
BARB (the broadcast audience research board), helps find television ratings. BARB was set up in 1981. it is an audience measurement service. It does it for the broadcast and the advertising agencies. BARB runs in over 5000 homes monitoring 11,500 people. It works by putting a box in the house by a television which records what is being watched and a remote records who is in the room. Data is taken from the day and given to the companies the next day. BARB is owned by Channel 4, Channel 5, ITV, BskyB and the IPA. The data is collected overnight and published as overnight ratings at around 9:30 the following morning for use by TV stations and the advertising industry.
A programme Profiles is a breakdown of who watches certain programmes. It is useful because it can advertise to specific programmes. For example, downtown abbey could be advertised to women over fifty, or football for men.
A rate card is how much it costs to put an advert on, during the breaks in between programmes. "Coronation Street" is much more expensive than a minatory programme shown at an unsocial hour. It can cost a significant factor. One thing you will have to think about in your advertising campaign is "Can you afford to reach your target audience?"
Information that can be found in online advertisers information packs:
The below information shows that online advertisers information packs show overnight viewing figures, recent tweets and updates and the ITV media blog. This will be useful to the advertisers as they will have all of the information in one place, all clear for them to read whenever they need to.
The last section at the bottom is shown on the Channel 4 website. It shows each section of the website and this is useful because it helps you see each advertisement.
Overnight viewing figures
- Wed 22 Jan
- Tue 21 Jan
- Mon 20 Jan
- Sun 19 Jan
- Sat 18 Jan
- Fri 17 Jan
- Thu 16 Jan
| 1 | ITV - 07:00 PM | Coronation Street | 8192 | 39% |
| 2 | ITV - 07:30 PM | The National Television Awards 2014 | 6203 | 27% |
| 3 | BBC One - 06:30 PM | Regional News and Weather | 5430 | 27% |
| 4 | BBC One - 06:00 PM | BBC News at Six | 5109 | 27% |
| 5 | ITV - 06:00 PM | ITV Regional News & Weather | 4105 | 22% |
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Nicola, you're images are not actually examples of the tools you have described. Tweets are also not part of advertisers information packs.
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