Audience Information
Audience measurement panels and Broadcasters' Audience Research Board (BARB)
Audience measurement panels are there to calculate how many people are watching TV at any given time. People are given a box to put in their TV set up and this shows what channels they watch and who watches it. This data is then sent to Audience measurement panels such as BARB and is multiplied together to give a rough estimate of the whole entity of the population watching a certain TV programme. Sometimes this can be used on Social Networking sites and any other sources of web traffic. This can be helpful information for anyone working in the advertising industry because they can figure out when and who they can sell their products to.
Ratings
In advertising, ratings mean the amount of people who watch a certain TV programme at a given time. It shows people how popular a programme is and what programmes are trending. TV trending matters to us, an example of this would be the X-Factor, it did really well in the UK and not very well in the US this gives an indication where the show would be better off aired. For new shows such as The Voice, they use ratings to indicate whether or not it would be a successful show or not and whether to stop airing it for the future. This can be useful information for advertisers because they could choose to show their advert on a popular programme which might lead to more chances of people recognizing their product. However, some adverts require a certain type of people and might choose to air this on a minority programme.
Face-to-Face interviews/Focus groups/Questionnaires
Face to face interviews is a good type of research because it is a more dominant approach, the interviewer can lead the questions. However if the interviewee has any problems with this, then they can ask questions straight up. This might lead to a discussion and such. Because of the body language, inotation and social cues, this could be a good indication for the interviewer to gather more information about the interviewee. Although the disadvantage of this might be that the interviewer would be focusing on the body language more than what they're answering, the interviewee and interviewer could become easily distracted. Also, when the interviewee answers a question, they could be lying, which would give the interviewer an inaccurate piece of information. Also, the surroundings need to be standardized and needs to feel like a normal situation otherwise they could become uncomfortable and the interviewer wouldn't have accurate and reliable data.
Focus groups are good types of research because one moderator can moderate 4-6 groups and observe their findings. They can take in account everyone's attitudes and witness first hand what the focus groups are doing and participating in. Some advertisers might use group interviews to gather information quickly and effectively but focus groups are solely used for participation, where moderators observe this. This is helpful for advertisers because it is reliable and an accurate piece of information.
Questionnaires are good for advertisers to find out information because it is quick and simple. They follow a standardized procedure and people can follow this easy with no hassle. Usually the amount of questions and how you ask them have to be short and might limit the amount of opinions, however questionnaires are made to be simple and quick, where you can just count how many answers people have chosen; which is the reason they're popular type of research. However because these are anonymous people might lie in them and avoid choosing the right answer which would lead to inaccurate and unreliable data to work with, this can be a problem. Also, when you hand them out, the target groups might hold bias for example in advertising, you might pick a target group who you know, all like the same product, this would also be an unreliable source of data.
Programme profiles is who watches certain types of programmes. In advertising this plays a big part because your advert needs to relate to the people who are most likely going to be watching the programme you're putting it on. Things to take into account are gender, age and also what they might like. Programme profiling is primarily used to build a picture of their target audience. For example, the target audience for Towie, would be females at the age of roughly 18, who might also like Big Brother, soaps and social networking sites such as Twitter. This is a rough programme profile which helps advertisers understand who they're selling their product for.
Television Research Agencies are agencies such as BARB and Ofcom who research television, on Ofcom's website it shows research such as "Changes in the nature and balance of television food advertising to children" They conduct various types of research like this to see what changes in television and peoples attitudes towards certain aspects of it.
Pyschographics is consumer attitudes, beliefs, supply and demand, behaviour, values and personality of the consumer. This is built around the culture of the consumer, for example if you were making an advert about a Mosque, this would preferably be aimed at the beliefs of people who are in that particular culture.
Geodemographics is all to do where people live and how easy it is for the consumer to actually go out and buy this product. Advertisers use postal codes, regions, county's etc; to figure out whereabouts they should advertise. Obviously advertising something in London might have a bigger impact than advertising in smaller neighbourhoods because it is a bigger and busier place.
Focus groups are good types of research because one moderator can moderate 4-6 groups and observe their findings. They can take in account everyone's attitudes and witness first hand what the focus groups are doing and participating in. Some advertisers might use group interviews to gather information quickly and effectively but focus groups are solely used for participation, where moderators observe this. This is helpful for advertisers because it is reliable and an accurate piece of information.
Questionnaires are good for advertisers to find out information because it is quick and simple. They follow a standardized procedure and people can follow this easy with no hassle. Usually the amount of questions and how you ask them have to be short and might limit the amount of opinions, however questionnaires are made to be simple and quick, where you can just count how many answers people have chosen; which is the reason they're popular type of research. However because these are anonymous people might lie in them and avoid choosing the right answer which would lead to inaccurate and unreliable data to work with, this can be a problem. Also, when you hand them out, the target groups might hold bias for example in advertising, you might pick a target group who you know, all like the same product, this would also be an unreliable source of data.
Programme profiles is who watches certain types of programmes. In advertising this plays a big part because your advert needs to relate to the people who are most likely going to be watching the programme you're putting it on. Things to take into account are gender, age and also what they might like. Programme profiling is primarily used to build a picture of their target audience. For example, the target audience for Towie, would be females at the age of roughly 18, who might also like Big Brother, soaps and social networking sites such as Twitter. This is a rough programme profile which helps advertisers understand who they're selling their product for.
Television Research Agencies are agencies such as BARB and Ofcom who research television, on Ofcom's website it shows research such as "Changes in the nature and balance of television food advertising to children" They conduct various types of research like this to see what changes in television and peoples attitudes towards certain aspects of it.
Sources of Information
Rates Cards
Rate cards are cards which tell someone how much equipment is to borrow and for how long. For example in the TV industry someone could want to borrow equipment such as lighting and a few cameras, the rate card would display how long you can have them and how much it would cost to use this. Rate Cards for advertising is also to show how much it costs to advertise between certain programmes. For instance on ITV, it costs £11,000 to advertise a 30 second advert between Coronation Street in the London Region [click here for link]
Advertisers' Information Packs
Advertisers' Information Packs provides rate cards, insertion dates, publication dates etc. Basically, everything you need to plan your advertising.
Research Agency Websites
Research Agency Websites are agencies which conduct market research for different companies, one example would be 'The Research Agency' [click here for link], they do market research for companies such as Vodafone and Volkswagen.
Audience Classification
Standard Occupational Classification
This is a classification of social class, who earns what and what type of job they have. In the media industry, ABC1/NRS Social Grade [click here for link]is used more often than the Standard Occupational Classification criteria. For advertising, this is helpful information because they want to build up a build of who their target audience is. This means, they would need to know what kind of jobs and how much they earn, to be able to target their product accordingly.
Demographics/Pyschographics/Geodemographics
Demographics is all these containing age, gender, social group, marital status, race, religion and class in people and dividing them into different groups of people. In advertising this helps because it narrows down the different types of people who the ads could be aimed for. Pyschographics is consumer attitudes, beliefs, supply and demand, behaviour, values and personality of the consumer. This is built around the culture of the consumer, for example if you were making an advert about a Mosque, this would preferably be aimed at the beliefs of people who are in that particular culture.
Geodemographics is all to do where people live and how easy it is for the consumer to actually go out and buy this product. Advertisers use postal codes, regions, county's etc; to figure out whereabouts they should advertise. Obviously advertising something in London might have a bigger impact than advertising in smaller neighbourhoods because it is a bigger and busier place.
Regulation
ASA/Ofcom/BCAP Code
Advertising Standards Authority (ASA) is an authority which shows different adverts, what happens in them and a BCAP Code. For example, the recent Coca-Cola advert is shown on the ASA website [click here for link]. It shows what the advert is, where it will advertised, what sector it is, in this case it is in the food and drink sector. And it also shows the amount of complaints it got from viewers, it discusses the issues and how they are dealt with. In the end they decided this advert should not be shown on television.
Another agency who regulate advertisements is Ofcom, they state that there is a limited amount of advertisements allowed in one day, for example: 'There is a limit on the average number of minutes per hour of advertising across the day of 7 minutes an hour'
BCAP Code contains rules which the advertisers and the adverts made have to follow, such as the term 'misleading' no adverts are allowed to contain misleading information which the consumers might take it. Such as McDonalds, if their adverts were presenting misleading information about their '100% beef burgers' then the advert would be asked to change and taken down from being advertised anywhere either on the radio or on TV. 'Harm and offense' is another section in this code, it relates to the loudness of the advert, shock tactics and anything that might create photosensitive epilepsy. Lastly, 'Environmental Claims' is one of the biggest ones since majority of people are going 'green', however if an advert makes false claims that their product is 'green' then it could be taken off air and asked to be changed. Also in these kind of adverts they need evidence to back this up, such as 'The Cushelle' advert, states that for every loo roll that is brought, they will plant 3 trees to go 'green'. The other sections are about, children, privacy, distance selling, charities, gambling, betting tipsters, pornography, competitions, dating services etc; [click here for more examples on the website]. This is important for advertisers to follow all of these sections because otherwise their advert could be taken down and would have to be re-made or changed.
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References
Audience
Information
BARB: http://www.barb.co.uk/
TV
Research Agencies: http://stakeholders.ofcom.org.uk/market-data-research/other/tv-research/
Sources of
Information
Research
Agencies: http://theresearchagency.com/
Social Grade: http://en.wikipedia.org/wiki/NRS_social_grade
Regulation
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