-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 Survey2.The Panel3.The Peoplemeter4.Transmission5.Production Software6.Program Database7.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

Sheer Numbers - The Superbowl

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

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