Media Guru Q & A: Unweighted or Weighted Audience Measure?
- Media Guru Question:
Dear Guru – I have a question about calculating the average rating per spot of a TV campaign which includes spots of different lengths (I work for an International media owner based in London). I have always been told that reach and frequency are always calculated using the un-weighted numbers. However, is this also the case when calculating the average rating per spot? Ie. is the calculation “unweighted GRPs / no. of spots” or “weighted GRPs / no. of spots”. Thanks a lot!
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Reach and rating are calculated using unweighted numbers.Weighting for unit length is a technique for comparing values, but not an actual audience measure.
Media Guru Q & A: What Media did Levi’s Use for “Go forth”?
Media Guru Question
What media did Levi’s use in their “Go Forth” Campaign?
Media Guru Answers
Two great resources for this and other similarly important questions are
1. CMR (Competitive Media Reports)
Please send keep directing your good questions to the Media Guru on AMIC
http://www.amic.com/guru/askguru.asp
We’re so committed to getting you the information you need, we’ll even put links to our competitors on our website.
Media Guru Q & A: TV Zapping
Media Guru Question:
Hi Guru, What is the minimum length of viewing time when someone is in zapping mode, 1 minute of stay at a channel or more than 1 minute?
Media Guru Answer:
Assuming you are asking about Nielsen’s metered measurement rules:
Whether zapping or not, 31 seconds of viewing in a minute is required to be counted in that minute’s audience.
Media Guru Q & A: When is Network More Efficient Than Spot?
Media Guru Question: At what point does it become more efficient to buy Network TV versus Spot TV? Is there a number of markets or CPPS?
Media Guru Answer: The answer varies by demographic, daypart, whether you’re counting markets from the top down and how efficient your network vs spot buyers are. The approach is to use SQAD or whatever your local CPP records source and add market CPPs until the equal your national CPP.
The break even could come around 50% – 75% US.
Media Guru Q & A: Advertising During the Political Window
Media Guru Question: Any comments tips on advertising during the political window?
Media Guru Answer: TV/Radio inventory gets tight, driving prices up. Political candidate ads get the lowest unit rates of the last 45 days (primaries) or 60 days (elections). Others can’t compensate by getting bonuses.