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Translating TV Media Jargon

Translating TV Media Jargon. Translating TV Media Jargon. 16-34 TV media may be traded around the age range of the viewer ABC1 TV media may also be traded on the socio-economic profile of the viewer

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Translating TV Media Jargon

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  1. Translating TV Media Jargon

  2. Translating TV Media Jargon • 16-34 TV media may be traded around the age range of the viewer • ABC1 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.

  3. Translating TV Media Jargon • Coverage 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. • 1+ Cover is the number of people who have seen at least one spot in the advertising campaign, • 3+ Cover is the number of people who have seen at least three spots in the advertising campaign • Daypart Each day is cut into viewing periods, e.g. breakfast, early peak, late peak etc. • Frequency How many times, on average, the target audience will see the ad • Impacts (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. • GRP’s Gross (total) ratings provided

  4. Translating TV Media Jargon • 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. • 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. • Natural Delivery The mix of programming delivered if adv space was bought at random rather than by a defined audience. • Position in Break Whether the ad appears in the opening break before a programme, in a centre break, or in the end break

  5. Translating TV Media Jargon • 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. • Rating See TVR. • Rate Card Published airtime costs, often including a range of incentives, for example volume or expenditure. • 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. • Socio-economics Classification of consumer social status. See last slide. • Station Price Rate card. • Strikeweights The weekly target/total of cumulative TVR’s delivered.

  6. Translating TV Media Jargon • 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. • 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. • Viewergraphics Defining consumers by viewing habits rather than demographics, e.g. light, medium or heavy viewer.

  7. Socio-Economic Classification • 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: • A Upper middle-class – higher managerial, admin, professional • B Middle-class – intermediate managerial, admin, professional • C1 Lower middle-class – supervisory, clerical, junior admin and professional • C2 Skilled working-class – skilled manual • D Working-class – semi-skilled and unskilled manual • E Those at the lowest levels of subsistence – state dependants, casual and lowest grade workers

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