Some TV ratings are more equal than others

Julian Dobinson

Discusses how to build television coverage. Optimisers are not enough.

Some TV ratings are more equal than others

Julian Dobinson, Granada Media, shows why planners need to understand how individual breaks contribute to coverage build

Julian Dobinson

It is commonly accepted that not all rating points are equal in their value to advertisers. Agencies and advertisers put increasing pressure on broadcasters to deliver particular criteria: programmes, dayparts, centre breaks, position in break and so on. While the industry gives differential value to these, the only mechanism to put a value on aspects of airtime 'quality' has been that of demand. This paper outlines a new way of valuing airtime that...

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