-Keaton Hulme-Jones WHY ARE RATINGS IMPORTANT?. OzTAM Regional TAM Nielsen Media Research Australia Three players in the Australian ratings business are:

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Presentation transcript:

-Keaton Hulme-Jones WHY ARE RATINGS IMPORTANT?

OzTAM Regional TAM Nielsen Media Research Australia Three players in the Australian ratings business are:

HOW ARE RATINGS GATHERED AND USED? 1.Establishment Survey 2.The Panel 3.The Peoplemeter 4.Transmission 5.Production Software 6.Program Database 7.User’s PC

WHY BOTHER? This is the list of the 10 most watched broadcasts since 2001 Notice Anything? All Commercial Stations

THE REASON?

EVERYTHING HAS A PRICE TV shows aired between 7:30pm to 10pm cost on average $250,000 We sit comfortably watching it for free To recoup costs, stations need to sell advertisements But need solid data to know how much to charge This is where the importance of ratings come in

With these ratings, stations can know: How many people are watching The demographics of their viewers How much to charge per 30second slot Peak viewing times What programs to axe or change

Some demographics that OzTAM record are:

How is this detailed information used? Target Advertising

If this is the audienceThen this ad would not be effective

30 minutes of commercial time Seen by an average of 90 million viewers Average cost of a 30-second spot is 2.7 million USD

RATINGS DON’T ALWAYS = EFFECTIVENESS The more niche the station The closer the relationship between the advertisements and the viewers. Have more passionate followers Are more likely to listen to a targeted ad Specialist stations

users.on.net/~keaton/com115 THANKYOU This PowerPoint can be downloaded from: