Audience Measurement

 Ad costs are traditionally determined by

audience sizes
 Ad time/space is priced based on number of
viewers/readers
 When buying ad time/space, key metrics
include
 Impressions
 Rating Points
 Share
 Reach
 Frequency
 CPM
Television Audience Measurement
 Measures and Vocabulary
 Share: analogous to market share; refers to the
success a program has in attracting viewers
 Share = % of the total current viewing audience tuned
into a particular program
 If there are 1M households watching tv, and 100,000
are watching a program, that program’s share is 10
 Rating: a measure of total eyeballs, therefore
interpretation varies with total viewing audience
(TVA)
 Rating = % of the total potential viewing audience
tuned into a particular program
 If there are 10M households with access to a television
(have a tv in their home) and 100,000 watch a
program, that program’s rating is 1
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Planning
Reach, Frequency and Media
Combining Reach and
Frequency Goals
 Reach of an audience is not sufficient
measure of an advertising’s schedule’s
strength.
 For anyone to be considered part of the
reached audience, he or she must have
been exposed more than once.
 This theory combines reach and frequency
elements into one factor known as
effective frequency.
Media planning for a target market
• There are two different measures involved:
• Gross: Includes all members of a population regardless of their
characteristics
• Gross Impressions (GIMP): total number of impressions across a
total population
• Target: Includes only members of a specifically identified target
market
• Target Impressions (TIMP): total number of impressions within a
target population, e.g. impressions by 12-17 year old boys in
Scottsdale, AZ
• Reach, CPM, Impressions, and Rating Points can be expressed as either
Gross or Target.
• Assume Gross unless specifically stated to be Target.
 Audience Measures Used in
Media Planning
• Gross (Target) Impressions: Total number of exposures, regardless of audience size or
makeup
• If 1000 people are exposed to an ad 1 time, total impressions is 1000
• If 100 people are exposed to an ad 10 times each, total impressions is 1000
• Gross (Target) Rating Points: (Impressions ÷ Population) × 100
• While it looks like a percentage, it CAN be more than 100.
• Reach: Percentage of population exposed at least once
• Total Unique Audience ÷ Population
• Frequency: Average number of time a person in the reached audience is exposed to
the ad
• Total impressions ÷ total unique audience
• CPM: Cost per thousand impressions
• (Ad Cost ÷ Impressions) × 1000 OR
• Ad Cost ÷ Impressions (000)
Syndicated Audience
Data Collection
 Diary: Ask people to keep a diary of
what they watch
 Meter: records what channel a tv is
tuned to
 People Meter: Records what channel
is being watched as well as who is
watching it
Radio Audience Measurement
 Radio’s equivalent of NTI is RADAR; NSI is Arbitron
 MET AQH PER (00): measure of reach; number of people (in
hundreds) listening during a time period
 MET AQH RATING: same as TV ratings; measure of percentage of
potential listeners who tune in; only measures average number of
people listening at any one time during the time frame
 MET AQH SHARE: same as TV share; measure of percentage of
current listeners tuned in; only measures average number of
people listening at any one time during the time frame
 If instead of AQH (Average Quarter Hour) scores are listed as
CUME, this means that the measure is of total number of different
people who listened, and so is generally higher than AQH
 If instead of MET (metropolitan area) scores are listed as TSA
(total survey area) then population is considered to be different
from the metropolitan population, e.g. radio station broadcasts far
beyond the metro area
 Specific Audience handout shows a typical Arbitron Report
Magazine Audience Measurement
 Circulation: measure of how many copies of
an issue are sent to market including
subscriptions and distributor sales
 Readership: estimate of the number of
people actually reading an issue of a
magazine; more than one person typically
reads the same copy of a magazine
 These number are broken down by reader
characteristics to more accurately define a
target audience, ex. SRDS handout
Readership Measurement
 Magazine rates
 Based on circulation
that a publisher
promises to provide
 Magazine circulation
 The number of copies of
an issue sold
 Simmons Market
Research Bureau
 Provides psychographic
data on who reads
which magazines and
which products readers
buy and consume
 MediaMark
 Measures readership for
many popular
magazines
 Standard Rate and Data
Service
 Provides circulation, ad
rates, and varying
details about the
magazine and the
readers of a magazine
as provided by
publishers
Standard Rate and Data Services

 SRDS data gives us a ton of

information about various
publications
 See handout
 Circulation numbers
 Contact info
 Ad rates
 Valuable circulation data
What can we get from SRDS?
 Personnel
 Reps or Branch Offices
 Commission/Discount info
 Ad Rates by size, type, frequency,
specials
 Issue and Closing dates
 Circulation data