Audience Measurement
Audience measurement is stating how many people are in an audience by measuring. Usually by radio listenership and television viewership. Sometimes, the measurement involves finding out who is in the audience rather than just how many people are listening.
What is the BARB?
BARB stands for 'broadcasters audience research board'.
It is the official source of television viewing figures in the UK. This company develops new ways of measuring what the public of the UK are watching at home.
What does BARB viewing data give broadcasters, advertisers and other interested parties?
BARB gives a breakdown of viewing at regional and national levels, this information is important in assessing how programmes, channels or advertising campaigns have performed.
Why is the information the BARB collects and collates important?
The information that BARB collects are collates are important because
How does the BARB estimate viewing patterns across all TV households?
In order to get an accurate estimate viewing patterns across all TV households they carefully select a panel of private homes that they will then recruit. Each home on the panel represents on average, around 5,000 TV households. The panel homes are then drawn from a household sample that is designed by the RSMB to stay representative of all TV households across the UK.
What is the BARB establishment survey for?
The UK population profile and television environment is constantly changing, therefore some of the information needed is not contained in the Census data. The BARB establishment survey is in a continuous basis to measure the changes in the UK households.
The panel homes that are recruited by Kantar Media are drawn from a representative sample that is provided by the establishment survey. This will ensure that the changes in the UK household characteristics are reflected in the BARB panel.
What is Kantar Media's role?
Kantar Media has a role of collecting data that reprints the television viewing behaviour of the UK's 26 million TV households. This is done by monitoring all television viewing automatically by special metering equipment which is installed by Kantar Media.
How does the panel household operate?
The panel household operates
Who are Kantar Media and what do they do?
Kantar Media has the ability to measure audiences which is important because the media constantly expands which puts greater challenges for broadcasters, media companies, and owners. Kantar Media has a presence in more than 50 markets which makes them the world leader in audience measurement. It enables their clients to better plan their advertising campaigns, launch new programmes, and negotiate airtime prices.
Kantar Media operates audience measurement panels on behalf of BARB, and provides their own range of bespoke audience planning and analysis tools, e.g. InfoSys.
Why is there more of a need for audience measurement now than ever before?
There is more of a need to measure audiences now then ever before because of the rapid changes of new technology, for example, smartphones, tablets, and web-enabled TV devices. Therefore, there is a larger need to provide more accurate information and the increasingly audience of digital users.
What is the establishment survey?
The establishment survey is a large scale, face-to-face questionnaire survey. It is designed to define the characters of the population of certain homes and where they are represented for the panel which is drawn.
The information from the surveys are to define which households are recruited into the Nielsen TAM panel and for the expansion of their data.
It is to show how much the data increases.
What is The Panel?
The panel is a number of households that gets selected to create a statistical design to represent the important population statistic.
It is to show a sample of the universe that is measured to an appropriate number of homes which choose to accept the installation of the people meter on all the TV sets in their homes.
Nielsen Ratings - Measuring ratings
Nielsen gathers his TV ratings information in one of two ways. The first way he gathers his information is by a viewer 'diaries' which is a target audience self-records its viewing or listening habits. The second is by connecting small devices to the public homes televisions (with their permission) to study the televisions performance. This will record on a minute to minute basis and records whenever someone changes the channels, turns the TV off, etc. The information will then get sent to Nielsen through a 'home unit' which is connected to a phone line, the information gets sent nightly.
Nielsen Ratings - Demographics
Nielsen Media Research provides statistics on particular demographics as advertising rates are influenced by such factors as age, gender, race, and so on. Age is an important factor because the younger viewers are considered more attractive for many products, whereas to older and wealthier audiences are desired, or females are desired over male audiences. If a TV programme has a younger viewing rate then the adverts of the series will be charged more even if the total viewer numbers.
What is a demographic profile and what is its importance for advertisers?
A demographic profile is a term used in marketing and broadcasting to describe a demographic group or a market segment. This usually involves age bands, social class bands, and gender. A demographic profile can be used to determine the best place and the best time an advertisement should be placed in order to achieve the highest level of results. For example, on teenage televisions channels the advertisements should be all aimed at young children as a lot of children will be watching in the day time.
A demographic profile is important for advertisers as they will need to achieve the highest level of results possible to their product or services. This is because if they do not know the best time and place to advertise their company may receive bad results and the advertisement would not of reached it's full potential. This will not help for the companies reputation to increase or to populate.
BARB stands for 'broadcasters audience research board'.
It is the official source of television viewing figures in the UK. This company develops new ways of measuring what the public of the UK are watching at home.
What does BARB viewing data give broadcasters, advertisers and other interested parties?
BARB gives a breakdown of viewing at regional and national levels, this information is important in assessing how programmes, channels or advertising campaigns have performed.
Why is the information the BARB collects and collates important?
The information that BARB collects are collates are important because
How does the BARB estimate viewing patterns across all TV households?
In order to get an accurate estimate viewing patterns across all TV households they carefully select a panel of private homes that they will then recruit. Each home on the panel represents on average, around 5,000 TV households. The panel homes are then drawn from a household sample that is designed by the RSMB to stay representative of all TV households across the UK.
What is the BARB establishment survey for?
The UK population profile and television environment is constantly changing, therefore some of the information needed is not contained in the Census data. The BARB establishment survey is in a continuous basis to measure the changes in the UK households.
The panel homes that are recruited by Kantar Media are drawn from a representative sample that is provided by the establishment survey. This will ensure that the changes in the UK household characteristics are reflected in the BARB panel.
What is Kantar Media's role?
Kantar Media has a role of collecting data that reprints the television viewing behaviour of the UK's 26 million TV households. This is done by monitoring all television viewing automatically by special metering equipment which is installed by Kantar Media.
How does the panel household operate?
The panel household operates
Who are Kantar Media and what do they do?
Kantar Media has the ability to measure audiences which is important because the media constantly expands which puts greater challenges for broadcasters, media companies, and owners. Kantar Media has a presence in more than 50 markets which makes them the world leader in audience measurement. It enables their clients to better plan their advertising campaigns, launch new programmes, and negotiate airtime prices.
Kantar Media operates audience measurement panels on behalf of BARB, and provides their own range of bespoke audience planning and analysis tools, e.g. InfoSys.
Why is there more of a need for audience measurement now than ever before?
There is more of a need to measure audiences now then ever before because of the rapid changes of new technology, for example, smartphones, tablets, and web-enabled TV devices. Therefore, there is a larger need to provide more accurate information and the increasingly audience of digital users.
What is the establishment survey?
The establishment survey is a large scale, face-to-face questionnaire survey. It is designed to define the characters of the population of certain homes and where they are represented for the panel which is drawn.
The information from the surveys are to define which households are recruited into the Nielsen TAM panel and for the expansion of their data.
It is to show how much the data increases.
What is The Panel?
The panel is a number of households that gets selected to create a statistical design to represent the important population statistic.
It is to show a sample of the universe that is measured to an appropriate number of homes which choose to accept the installation of the people meter on all the TV sets in their homes.
Nielsen Ratings - Measuring ratings
Nielsen gathers his TV ratings information in one of two ways. The first way he gathers his information is by a viewer 'diaries' which is a target audience self-records its viewing or listening habits. The second is by connecting small devices to the public homes televisions (with their permission) to study the televisions performance. This will record on a minute to minute basis and records whenever someone changes the channels, turns the TV off, etc. The information will then get sent to Nielsen through a 'home unit' which is connected to a phone line, the information gets sent nightly.
Nielsen Ratings - Demographics
Nielsen Media Research provides statistics on particular demographics as advertising rates are influenced by such factors as age, gender, race, and so on. Age is an important factor because the younger viewers are considered more attractive for many products, whereas to older and wealthier audiences are desired, or females are desired over male audiences. If a TV programme has a younger viewing rate then the adverts of the series will be charged more even if the total viewer numbers.
What is a demographic profile and what is its importance for advertisers?
A demographic profile is a term used in marketing and broadcasting to describe a demographic group or a market segment. This usually involves age bands, social class bands, and gender. A demographic profile can be used to determine the best place and the best time an advertisement should be placed in order to achieve the highest level of results. For example, on teenage televisions channels the advertisements should be all aimed at young children as a lot of children will be watching in the day time.
A demographic profile is important for advertisers as they will need to achieve the highest level of results possible to their product or services. This is because if they do not know the best time and place to advertise their company may receive bad results and the advertisement would not of reached it's full potential. This will not help for the companies reputation to increase or to populate.
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