Ad analysis concepts

1. Rating

Rating is the percentage of people (or households) who transfer to a specific TV program or broadcast program. Television stations and radio stations also use the audience rating as one of the criteria for determining the rate of broadcasting for advertising films. Generally, the higher the audience rating, the higher the selling price. The top advertising companies spend more money than any other media research, and purchase rating information from various data survey centers. In addition, the cost of the TV Broadcasting Network for rating information is more than that of any advertising company.

2. startup rate (homes using TV)

The boot rate is the percentage of TV households that start up at a specific time of the day. In general, percentages refer to the available universe that owns a TV or radio in the home, not the total population ). The boot rate varies depending on the season, time period of the day, geographical region, and market.

3. Share)

The program depends on the audience share as the percentage of the boot rate of a specific program. A program's audience share shows the percentage of a program or radio station in total or listen to the audience, which is the number of households watching TV at a specific time.

4. Rating/boot rate/program audience share (rating/hut/share)

The terms rating, boot rate, and audience share are closely related. The following formula can be used to indicate the boot rate * depending on the audience share = audience rating, the audience rating can be estimated based on the formula below.

5. Gross Rating (GRPs, Gross Rating Points)

The total number of ratings served by specific ad media in a table. The gross score is one hundred points, which is the same as the rating. The Mao rating provides a description of the total audience delivered, regardless of overlap or repeated exposure to individual advertising media, to calculate the Mao rating, we use the number of broadcasts per plug-in to get the audience rating of each plug-in (or the publishing rate of a magazine, etc ).

6. Depending on the listener exposure (impressions)

The audience exposure is the total exposure of all advertisements. Expressed by the number of individuals (or household), but different from the percentage. The calculation method is as follows: the number of people in a population group is sent to the Mao rating of a specific population group. The total number of audience members that each plug-in (or advertisement published by a magazine, etc.) in the ad schedule table is increased.

7. Reach)

The arrival rate is the number of people exposed to the Media ad schedule table for different individuals (or families) during a specific period, which is generally expressed as a percentage. The delivery rate operation applies to all types of media. In terms of broadcast and television media, the arrival rate is usually expressed during four weeks. As far as magazines and newspapers are concerned, the arrival rate is generally calculated based on the lifetime of reading by all readers during a specific issue period.

8. media mix)

Media combination refers to the use of two or more different media types in the same media plan. When two media sets are combined to increase the arrival rate, the basic assumption is that the second media is provided by the first media, provide opportunities for advertising exposure-and the first media, based on the purposes listed in your media plan, has a limited delivery rate. When combining two or more types of media, you must establish an arrival rate based on the same media.

9. Exposure frequency (frequency)

The exposure frequency is the average number of times that an individual (or family) is exposed to advertising messages. Emphasize two averages: one is the average exposure frequency (average frequency ). Second, the exposure frequency distribution (frequnency distribution) is a phenomenon in which different groups of people are exposed to each media in the same advertising schedule, but the exposure frequency is different.

10. arrival rate/exposure Frequency/gross score (reach/frequency/GRPs)

The arrival rate/exposure Frequency/MAO rating terms should be used together. The arrival rate describes how many audios or videos you expect to see or hear your ads once or multiple times. The exposure frequency indicates the average number of audience views. The Mao rating is the product of arrival rate and exposure frequency, and indicates that the gross percentage of overlapping audience will be reached. The arrival rate and exposure frequency can be used to analyze several optional publication calendars to determine which one can produce the best results for each purpose of the media plan.

11. Effective reach)

The effective arrival rate is the number of individuals (families) who are exposed at a specific frequency and reached by a media advertising schedule. The effective arrival rate is also called the frequency of effective exposure ).

Quintile Distribution)

Similar to the distribution of exposure frequency, but does not show the arrival rate of each exposure frequency, the audience is divided into five equal parts, and the average exposure frequency of each first part is. To calculate the allocation of Class 5, we must first have a complete distribution of exposure frequencies. The arrival rate is divided into five equal points, based on the arrival rate * exposure frequency = Mao rating, the average exposure frequency table 5 is assigned a higher average exposure frequency indicator between different groups of people, however, there is less recognition power than the complete exposure frequency.

13. Demographic

Demographic statistics is a study on the population size, growth, density, distribution, and population dynamic statistical characteristics of various groups.

14. Index

The exponent is the percentage of a base-related number. It can be used to quickly describe the degree of concentration of people in the predefined categories, such as average, average, or average.

15. Brand Development Index)

It is usually expressed in a geographical region, indicating how the job scores in each region compare with the average job scores in the entire market.

16. Cost per thousand people (cost-per-thousand cpm)

CPM is the unit of cost for delivering a media or media schedule to one thousand people or families.

17. Cost per point (cost-per-rating point)

The cost per point or gross evaluation point is the cost per point for the purchase of audio/video rates in broadcast and television media. The main function of the gross evaluation cost is to estimate the total cost of the advertising schedules for television or broadcast programs in a market or national market. The costs vary greatly depending on the types of programs you want to purchase, radio stations in the market, and the season of purchase.

18. Audience Composition)

The audience composition is the percentage of individuals in each population statistical feature group. The composition of audience clearly shows the concentration of audience for each Ad Media. Depending on the media category of the audience, the composition of the audience varies greatly from one category to another.

19. Geographic Regions

The broadcast coverage area is a geographical area in which signals from original television stations can be viewed ). Television market is a non-repetitive geographic region, which specifies the region of a county based on the highest viewrate of the original TV station. The radio market usually refers to a total survey area or metro survey area ). The broadcast market differs from the television market in that the survey area can overlap: many counties can listen to original broadcast stations from different cities. However, the metropolitan area does not overlap, so it is only for the purpose of purchase.

20. magazine readers

Magazine readers mean the total number of readers: all readers of a specified period magazine, usually divided into: its readers (primary reader)-readers of the families who buy the magazine. Reader (passalong readers)-those who are not the basic users to subscribe to or buy magazines. In-home readers: Basic readers or readers who read magazines in their own homes. The out-of-home readers Reader is a basic reader or reader of a magazine outside of the home.

21. number of readers per publication

The total number of readers in each publication is the number of basic readers and readers of a specific publication. We can obtain the total number of readers by using the average number of journals.

22. Broadcasting dayparts)

The broadcast and television period is the time range for broadcasting television and broadcast programs within 24 hours a day. There are basically seven periods of television. Due to different time zones, sometimes the correct time varies depending on the market. Broadcast has four main periods.

23. TV Broadcasting Network

A live broadcasting network is a group of radio stations that jointly broadcast the same program. For example, the US has three television broadcasting networks (Television Broadcast Network), namely ABC (American Broadcasting Corporation) CBS (CBS) NBC (National Broadcasting Corporation ). A contract between the radio station and the Broadcasting Network that joins these broadcasting networks will broadcast a certain number of broadcasting network programs every week, which is usually about 5-60 hours. Then, the Broadcasting Network will pay compensation or fee in return. 24. Purchase of TV key plug-in for key plug-in broadcasting (spot) refers to the non-live broadcasting network, or to the individual or independent of the connected Broadcasting Network (refer to those not added to the telephone line live broadcasting network) the advertising broadcast time is bought on a market-by-market basis.