Transcript Translating TV Media Jargon

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Translating TV Media Jargon
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Translating TV Media Jargon
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16-34
ABC1
TV media may be traded around the age range of the viewer
TV media may also be traded on the socio-economic profile of the
viewer
AB Deadlines
Advance Booking Deadline (deadline for booking TV media 7-8 weeks
prior to the airtime month start)
AFP
Advertiser Funded Programming: programmes funded by an advertiser
rather than by a broadcaster.
ASA
Advertising Standards Authority: the independent regulator for
advertising in the UK.
BACC
Broadcast Advertising Clearance Centre: the body that is responsible
for examining and clearing television adverts prior to their
transmission.
BARB
Broadcasters Audience Research Board (viewing data - panel of 4,435
UK homes / 11,000 people)
Bumpers
Short (usually 5 or 10 second) branded sponsorship credits appearing
at the beginning and end of a sponsored programme, and either side of
a commercial break.
Cost Per Thousand The cost it takes for one advertisement to reach 1,000 people.
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Translating TV Media Jargon
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Coverage
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1+ Cover
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3+ Cover
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Daypart
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Frequency
Impacts
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GRP’s
The percentage of the target audience group who have seen a television
advertising campaign at least once, expressed as a percentage of the
universe or in millions.
is the number of people who have seen at least one spot in the
advertising campaign,
is the number of people who have seen at least three spots in the
advertising campaign
Each day is cut into viewing periods, e.g. breakfast, early peak,
late peak etc.
How many times, on average, the target audience will see the ad
(Impressions) A measure of viewing. 10 impacts could be 10
target consumers viewing an ad once each or one viewer seeing
10 ads, or any combination.
Gross (total) ratings provided
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Translating TV Media Jargon
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HDTV
High Definition Television. UK terrestrial broadcast will switch to
high definition (improved digital) picture quality in 2012. But HD
DVD’s are now for sale in 2 formats, Blu Ray incorporated in Sony
Playstation 3 and HD through a HDDVD drive attachment for Xbox
360. There are also, standalone HDDVD and Blu Ray players. Sky
are also broadcasting some programmes in HD and some showcase
HD channels. Sport, Movies & HD cult TV programming will lead
the introduction in the UK. 1% of households now have Sky HD.
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MCH
Multi Channel Home. A home that is equipped to receive TV channels
other than analogue terrestrial or analogue cable, via Digital
Satellite, Digital Cable or Digital Terrestrial.
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Natural Delivery The mix of programming delivered if adv space was bought at random
rather than by a defined audience.
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Position in Break Whether the ad appears in the opening break before a programme, in
a centre break, or in the end break
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Translating TV Media Jargon
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PVR’s
Personal Video Recorder: a device which uses a hard drive to record
and store digital video content. Well-known brands include TiVo and
Sky+. PVRs allow live viewing of programmes, breaks, etc, recording
of programmes and pausing of the transmission.
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Rating
See TVR.
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Rate Card
Published airtime costs, often including a range of incentives, for
example volume or expenditure.
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Reach
The net percentage of the target audience to have seen at least one
exposure of a particular programme or advertisement. For TV ad
campaigns, reach is often combined with frequency (the average
number of times the campaign was seen by those in the target
audience that it reached) to measure the exposure of the campaign.
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Socio-economics Classification of consumer social status. See last slide.
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Station Price
Rate card.
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Strikeweights
The weekly target/total of cumulative TVR’s delivered.
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Translating TV Media Jargon
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TGI
Target Group Index: the TGI survey is conducted by BMRB and looks
at media and product/brand consumption as well as lifestyle
statements. It is frequently used at agencies in the planning process.
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TVR’s
Television Rating. Measures the popularity of a programme or advert
by comparing its target audience as a whole. One TVR is equivalent
to 1% of a target audience. If an ad in Coronation Street gets a
Housewives TVR of 20, that means that 20% of all housewives viewed
the ad.
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Viewergraphics
Defining consumers by viewing habits rather than demographics, e.g.
light, medium or heavy viewer.
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Socio-Economic Classification
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A classification of social status, usually determined at the household level rather than
the individual level, by the occupation of the head of household. The grade is then
assigned to all members of the household. The grades are most commonly summarised
as grades AB, C1, C2 and DE, where:
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A
Upper middle-class – higher managerial, admin, professional
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B
Middle-class – intermediate managerial, admin, professional
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C1
Lower middle-class – supervisory, clerical, junior admin and professional
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C2
Skilled working-class – skilled manual
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D
Working-class – semi-skilled and unskilled manual
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E
Those at the lowest levels of subsistence – state dependants, casual and lowest
grade workers