Television: TV planning

 

Internet Protocol Television (IPTV) has become a mainstream video delivery platform. IPTV means delivery of TV over a fixed line network using Internet Protocol, and while uptake has been slow in the ...

The rapid growth of online and digital advertising has led many to ask whether traditional mass communications like television commercials and direct mail have a future. However, it seems that both ol ...

As if the break-neck growth of Russian TV advertising, and the dominance of sales houses were not enough to cope with, a new law limiting commercial minutage to 15% per hour in 2008 has just been pass ...

Comments on television (and other) advertising by six members of the ANA Television Committee. Topics covered: 1) has TV programming degenerated?; 2) advertising to children under eight; 3) views on T ...

Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising. In this article, Andrew Green argues that there ...

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly ...

Super Bowl advertising receives considerable media attention each year, in part, because of the large TV audience the event attracts. Since 2000, advertisers have spent an average of over $2 million t ...

Discusses the importance of the Super Bowl for American advertising. The audience is huge. According to industry calculations, more than two out of three viewers of Super Bowl pay attention to the ads ...

Andrew Green notes that more and more advertisers are prepared to pay increasingly high costs for prime time spots. He asks is it worth it as more viewers time-shift and zap commercials, and no peak p ...

The author considers the future of network broadcast TV in the US from the perspective of the media planner/buyer. He argues that emerging technologies should force a re-think about how schedules are ...

The paper reviews the fundamental aspects of TV planning, including: scheduling issues and principles, choosing programmes, optimisers, commercial length, seasonality, regionality and channel choice. ...

This 'best practice' piece on television planning examines TV purely as a solus medium and ignores media mix effects. It provides a checklist of the issues to be considered in TV scheduling and the k ...

Over the past two years there has been considerable interest in ADcom's set meter panel (with viewers modeled) as an alternative to the current peoplemeter panels. Some advantages of the set meter inc ...

As we think about data fusion, I'm reminded of the 17th Century character who exclaimed, 'Good heavens! For more than forty years I've been speaking prose without knowing it.' I suppose today that wou ...

This author maintains that improving the return on investment of marketing requires a shift to consumer-centric marketing (CCM) - this involves identifying the best sales prospects, distributing where ...

The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains. The purpose of the analysis was to determine how excessive frequency of e ...

Describes a case study in which econometric analysis was used to refine media strategy. The client (the brand leader) was under pressure to get greater efficiency out of the existing budget. The analy ...

This paper analyzes the difficulties faced by media professionals when handling data derived from merging advertising monitoring and ratings, with a focus on television. The authors explore specific t ...

A key issue in media selection is selecting combinations of programs most likely to be viewed by the targeted product user or owner group. Media models might provide weights by criteria of cost, reach ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

Discusses the use of optimising programs (`optimisers') in media planning in the US. The reasons for using them (the task of finding the optimum delivery is complex and open to bias; optimisers aid ac ...

This research examines television programme rescheduling to maximise total ratings for one network across a week. Respondents read these rescheduled programme schedules and choose the network to watch ...

Describes the Canadian Media Quality Ratings Survey (QRS), which complements the ratings data by providing broadcasters with additional ways of demonstrating the value of their audience. Covers: sampl ...

Discusses and illustrates the use and advantages of television optimisers: what they can and cannot do. The main ones available are covered. TV reach optimizers are designed to use individual responde ...

The ability to evaluate a TV schedule on the basis of target audience Reach & Frequency (R&F) has become a major consideration in the assignment of media planning and buying responsibilities for major ...

Argues that the use of optimisers (such as Super Midas) for television buying will change media buying and planning practices radically. The first question is 'What do we want to optimise?' Effects o ...

Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal t ...

The avalanche of information in the media, and in particular in TV, has made the media users demand more and more return on their investments. Today it's a common habit for advertisers with an interna ...

This paper describes the Carat Foretel research programme in the UK and Greece designed in the first place to explore the extent to which it would be possible to improve the effectiveness of a televis ...

Because of the increasing complexity of the television environment there is a growing need for television planners and buyers to pay attention to the quality as well as the quantity of the viewing opp ...