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 programs 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 programs rating is 1

Media Selection Procedures

Reach
Reach
Number
Numberof
ofDifferent
Different
People
PeopleExposed
Exposedto
tothe
the
Message
Message
Frequency
Frequency
Degree
Degreeof
ofExposure
Exposure
Repetition
Repetition

Cost
CostPer
PerThousand
Thousand
Efficiency
Efficiencyof
ofSelected
Selected
Vehicles
Vehicles

Factors
Factorsto
toConsider
Consider
When
WhenSelecting
Selecting
Advertising
AdvertisingMedia
Media

Reach, Frequency and Media

Planning
Reach
Reach

%
% of
of the
the Target
Target
Population
Population Exposed
Exposed
At
At Least
Least Once
Once to
to
the
the Advertising
Advertising
Message
Message During
During aa
Specific
Specific Time
Time
Frame.
Frame.

Frequency
Frequency

Number
Number of
of Times
Times the
the
Target
Target Population
Population
Is
Is Exposed
Exposed to
to the
the
Advertising
Advertising
Message
Message During
During aa
Specific
Specific Time
Time
Frame.
Frame.
Methods
Methods Include:
Include:
Average
Average Frequency
Frequency
Frequency
Frequency Distribution
Distribution

Combining Reach and

Frequency Goals

Reach of an audience is not sufficient

measure of an advertisings schedules
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)

Partner Up
Audience Measurement Handout

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

Syndicated Data Reporting

Nielsen Ratings are the most common

Nielsen Television Index (NTI) for
national ratings
Nielsen Station Index (NSI) for local
ratings
Nielsen handout shows a typical NTI
Report

NTI Data

HUT: Households Using Television in millions stated

for each hour time period

HHLD Audience% & (000): rating for the

program & average audience size in thousands of
viewers
TA%, AVG.AUD. HR%: Total cumulative audience
size as a percentage of population, rating for the
hour time period
SHARE AUDIENCE %: Share for the program and half
hour time period
AVG. AUD. BY HR %: rating for the hour time
period

Radio Audience Measurement

Radios 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

Using Neilsen Ratings Report

Which program had the highest overall
rating?
Do more viewers watch the beginning
or end of Cops San Bernadino?
What is the trend is total audience size
for Front Page?

Using Arbitron Report

Which radio station has the largest
total audience size?
Which radio station is the strongest
among men aged 25-34? Women 3544?
How would you describe the
demographics of listeners of KSPA?

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

Using the SRDS report, answer the

following:
1) What is the total circulation of Circuit
Cellar Ink?
2) What is the target CPM of a 1-page
4-color bleed page ad run one time in
CIO if the target audience is the
Banking industry?