Search results for \"technical coverage\". Characteristics of modern television Innovative technologies in milk production
Read also
With the development of television, people began to spend more and more time in front of the screens. According to Eurodata TV Worldwide, in recent years, Average Viewing Time (AVT) worldwide has increased slightly and currently stands at about three and a half hours. Russia is in the middle positions with an average TV viewing time of 190 minutes.
Among those who watch TV without being distracted by business or switching to other channels, the presence of those over 55 is very large. There are relatively few young people. In the group of attentive viewers, there are women; they plan to watch programs more often than men.
People watch TV differently at different times of the year, week, day. Usually in winter, when it is cold outside and daylight hours are short, people prefer to spend time watching TV. In the summer - more rest on the street, in nature.
On working days of the week, people are busy with their own affairs and therefore they can devote more time to TV only on Saturday and Sunday.
In the morning and afternoon, people prefer to solve their problems by planning their rest for the evening. Accordingly, active TV viewing takes place precisely in the last part of the day.
Advantages and disadvantages of TV advertising
Television can cover both a certain region and the whole country and even the whole world.
Due to the fact that television immediately affects the sight and hearing of a person, it can not only tell, but also show with sound, in motion, in color.
The TV audience is not particularly attractive for many companies, since the consumers of TV information are mainly children, housewives, pensioners; young people prefer radio more often, while serious businessmen get their main information from newspapers. Illiterate and unemployed people spend the most time watching TV.
People don't always watch ads that "found" them. Very often, during a commercial break, they prefer to do something that they think is more useful - go to the bathroom, make a phone call, drink tea, etc.
It will not be easy and memorize in a matter of seconds detailed information about a product or service, phone numbers and addresses. Thus, the range of products suitable for advertising on television is narrowed.
There is a lot of advertising competition in modern television broadcasting. To stand out against the general background, the advertiser needs both repeated repetition and an original approach to creating a video, which significantly increases the advertising budget.
Characteristics
The technical coverage of the channel is the possibility of high-quality TV signal reception by the population in a particular region. The technical coverage figures do not match the number of real viewers, since during the broadcast people may not watch TV at all or watch some other channel.
Much more than technical coverage, advertisers are interested in real TV viewing of the channel. As a basic concept in assessing the television audience, the television rating (TVR, basic rating) is used - the size of the audience of the program expressed as a percentage in a certain period of time.
For example, if there are 100,000 viewers in city N., and 10,000 people watched the program, then the TV rating will be 10% (10,000:100,000 × 100).
Forecast ratings are projected transmission ratings. They are essential for both broadcasters and advertisers. Television workers, relying on a preliminary forecast, form a program and purchase programs and films. Advertisers need predictive ratings to plan their campaigns for the long term.
A very important concept is the total television audience (Total TVR) - expressed as a percentage of the ratio of the television audience of the estimated time interval to the total population. It is called the population group from which the sample of respondents for the study is made. This may be the population of the entire country as a whole or a separate region, as well as a part of the population with certain socio-demographic parameters.
The TV rating changes depending on the time of day, weather conditions, etc. Since this is an average indicator, it changes throughout the day - it falls during the day and rises towards prime time. The larger the Total TVR, the larger the audience that television can reach.
When assessing television viewing, such an indicator as HUT (Households/Homes Using Television) is also used, which means the number of people using TV at home on certain moment time. The HUT figure does not include people who watch TV outside the home: in bars, shops, airports, hotels, etc.
Research on the audience is usually carried out on the basis of "stationary" TVs, which gather a relatively stable audience. HUT level varies in the same way as Total TVR. It is lower during the day when people are working and in fine weather when people are walking and having fun. Higher in the evening and in bad weather when people are resting at home, etc.
For example, if out of 80,000 residents of a certain area with home tv, at a certain time of the day 12000 watched it, then HUT = 15%.
Another one important characteristic TV audience is a share (Share Of Audience Rating). This is the name of the number of viewers of a certain program or time period of television broadcasting, expressed as a percentage of the total number of people, in this moment watching TV. Essentially, a share is the portion of HUT calculated for a specific program. The share is taken not from the entire population, but from viewers given period time.
Share = Rating / HUT or Share = Rating / HUT × 100%.
The rating describes the absolute size of the audience, while the share is relative. In comparison with the rating, the share more clearly shows the distribution of the TV audience between channels at a given time. You can also compare two programs on the same channel at different times using a share. That is, share allows the media planner to compare the popularity of two programs that are competing for audience attention at the same time.
HUT = Rating / Share or HUT = Rating / Share × 100%.
Place for advertising
You need to understand that people are watching programs, not ads. Therefore, the audience of commercial breaks is different from the audience of programs. It is believed that during the commercial break, on average, no more than 50% of the audience remains at the screens.
On the one hand, the rating of the program is important for the advertiser. But it is also essential that the advertisement be combined with the context of the transmission. It is not uncommon for dramatic moments in films to be interrupted by ads based on humor, and programs whose main audience is male are ads for women, etc.
After the end of the program of interest, people usually switch to another channel, get distracted, or even turn off the TV for a while. In this regard, the audience of inter-program blocks is much smaller than the audience of ad blocks within programs.
From the point of view of the order, it is also important to keep in mind that with the beginning of the advertising block, the audience of the program decreases, flowing to other channels. The second minute of the ad block is usually the most "failed". By the end of the ad block, the audience begins to return to the channel to watch the show.
Ad Size
At the beginning of the television era, commercial mini-movies played in cinemas acted as commercials. Their length was 2-3 minutes. Due to the high cost of television advertising, the duration of commercials began to decrease. First, a one-minute commercial became standard, then a 30-second duration. Today, advertisers very often use even shorter ads. However, does not the effectiveness of advertising decrease when it is shortened? There are a lot of opinions on this topic:
- “A 30-second commercial gets about 60-75% of the reaction to a 60-second commercial, and a 15-second commercial gets about 60-75% of the reaction to a 30-second commercial”;
- “The recall or exhortation effect of 15-second commercials is between 70% and 80% of those for 30-second commercials (at least for a short period of time after viewing)….”
In addition, simple branding in a high frequency campaign takes less time to memorize. 5 seconds may be enough. For complex calls with a large number of arguments, more time is required.
Advertising cost
At different times of the day, as well as during the broadcast of various programs, the screens have a different number of viewers. In this regard, it is logical to make the price of advertising dependent on the time of day and the number of viewers watching a particular program. This approach is traditional, relatively simple.
The TV channel is developing a minute price list. To do this, first of all, the basic size of the advertisement is set (usually 1 minute, sometimes 30 seconds). Based on this size, the cost of placing ads in a particular program or in an inter-program space is determined. The most expensive time usually falls on prime time.
If the length of the roller differs from the base size, then the cost is usually determined proportionally. So, if the minute rate is $10,000, then 30 seconds will cost $5,000, 15 seconds - $2,500. Some channels set higher coefficients for especially short spots (up to 10 seconds).
The second approach, which has become widespread in recent years, is more complex. It is based on the sale not of advertising space, but of the TV audience. The advertiser does not buy time (for example, 30 seconds on the evening news), but ratings (for example, 400 points target audience). That is, the price of a rating is the cost of showing a video that gains a rating equal to 1%. In this case, the advertiser does not pay for the "unnecessary" viewers, and it costs him less to reach his potential buyers.
When setting prices, first of all, the size of the base rating ad is determined (usually 30 or 60 seconds), then the base audience (the entire population, citizens, men, etc.).
- fixed placement;
- floating placement.
The disadvantage of floating placement is that advertising is placed not where it would be desirable, but where there is time for it. However, it is the target audience that is chosen. And yet, the advertiser receives very serious discounts - 15-25% or more from the prices for a fixed placement.
The system of discounts, markups and commissions in television advertising is in many ways similar to the newspaper and magazine system. There are volume discounts, package discounts, seasonal discounts, for local advertisers, extra charges for urgency, commissions for advertising agencies, etc.
At the same time, the TV advertising system has its own specific features. Discounts include the following: for placement in the interprogram space, for placement outside of prime time, for placement only on a specific channel, for placement in a pool with multiple channels, etc.
The specifics of media planning on television
When planning advertising on television, it should be borne in mind that during prime time there are more viewers at the screens, and, accordingly, the coverage is very high. At this time, it is possible to cover almost the entire television audience, including those viewers who rarely watch TV. But in given time the level of the audience match index is low, and the cost of advertising is the highest. In addition, during this period, the total volume of advertising increases, which makes it more difficult to stand out against the background.
Greater coverage will be provided when using a large list of programs. In this case, the frequency will be low. For example, different feature films can achieve high coverage. When advertising in the series, the frequency will increase to a much greater extent, but not the reach.
In the 1990s, IRI and Media Marketing Assessment (MMA/Carat) conducted a series of AdWorks studies. Based on their results, the following interesting conclusions were drawn.
- In the presence of television advertising, there is an increase in sales for all brands. In general, the more often you show ads on different channels, the higher the percentage of overall sales growth due to television ads.
- The frequency of ads is important. The effectiveness of television advertising increases if the average annual value of weekly continuous impressions increases.
- The effectiveness of television advertising can also be improved by using 30-second commercials, as according to several repeated studies, they are more useful than 15-second commercials, since more catchy advertising information can be placed in a 30-second commercial.
- A plan that uses different airtimes and TV programs to show ads is more effective than a plan that uses the same time of day or one program to show ads.
- In successful media projects, they sought to either expand the target audience or shift the focus to a specific group of consumers. At the same time, the use of daytime airtime decreased.
- The more advertised New Product at peak times (in the evening hours), the more its sales increased. Intensive advertising on the front pages of print media is also likely to increase sales.
When planning work with television, it is important to remember that the distribution of airtime is carried out in advance for a sufficiently long period. Therefore, it is worth agreeing to place a few months before the proposed release of the commercial on the air.
When choosing a television, it is evaluated:
Number of audience
- coverage
- technical coverage
- rating
Audience quality
- socio-demographic characteristics
- consumer preferences
- matching index
- channel format
TV type
- ethereal
- cable
- satellite
Transmission type
- interprogram space
- movie
- informational
- sports
Broadcast time
Broadcast frequency
Net
Mindfulness of perception
- advertising noise
- low
- high
- competitive presence
- high
- low
Channel status
- public-state
- private
Existing efficiency experience
- own
- other advertisers.
In addition to the channel, program, time interval, you must select the size of the commercial and its place in the advertising block.
- Coverage
- Frequency
- General placement period
- Channels
- Transfers
- Block number
- Number of representatives of the target audience or predictive rating
- Ad Size
- Dates and days of the week of placement
- Placement time
- Place in the block
- Number of outputs
- Total advertising cost
- The cost of contact with a thousand consumers or a rating point
- Roller cost.
Radio media planning is very similar to television media planning. In our next publication, we will consider the specifics of media planning on the Internet.
Notes
TV coverage
The technical coverage of the channel is the possibility of high-quality TV signal reception by the population in a particular region. The technical coverage figures do not match the number of real viewers, since during the broadcast people may not watch TV at all or watch some other channel.
In terms of coverage, TV channels can be classified in the same way as newspapers and magazines: local (local), regional, national (central) and transnational. They cover certain market areas.
For example, in the US there are 210 local television markets with over 1,200 commercial television stations. Each local market accounts for 3 to 11 TV companies.
There are more than 10 national channels in Russia today. There are several inter-regional And each region has its own local channel. That is, any audience can be covered both by a national channel and a local one.
An interesting combination of partners is the so-called network television. It broadcasts in the regions according to the selected geographic configuration. The functioning of such a channel might look like this: base station forms a daily broadcasting grid and transmits it to the satellite. Regional stations - partners - receive and rebroadcast the signal on their territory.
The broadcast time of the channel's programs is arranged in such a way that there is space for regional programs. Usually, local TV companies have up to 4 hours daily for their programs and advertisements. By additional agreement, partners can place ads in other places of the grid.
A large number of regional partners provides the channel with significant reach. This scheme is also beneficial for local TV stations, since it is difficult for them to fill the entire airwaves with their own high-quality programs.
In accordance with their technical and financial capabilities, TV channels broadcast for certain periods of time. In the early days of television, broadcasts were made several times a week, several hours a day. Then the broadcast became daily, the programs began to go out from morning to evening. Today, some channels broadcast programs during the wakefulness of the main part of the audience (early morning - late evening), some - around the clock.
Channels go on the air at meter and decimeter frequencies. The meter bands were the first to be mastered on television. In the 90s of the 20th century, decimeter channels were actively launched in Moscow.
In the past, frequency was of the essence, as the viewer had to use different antennas to receive different channels. However, today, having modern receiving equipment, a person may not even guess at what frequency the channel comes out.
In Russia, television networks are usually located at UHF frequencies, while national and regional state channels occupy meter frequencies. As a rule, the audiences of decimeter channels are smaller than the audiences of meter channels.
The grid is the time distribution of air between various programs: news, films, documentaries, sports and other programs.
Structuring, organization of television space is necessary, first of all, for the channel itself for its effective functioning. A rigid grid allows viewers to plan their TV viewing, and advertisers, respectively, their campaigns. When for some reason the grid changes, programs lose their viewers, advertisers lose their potential buyers. Most of all, the constant part of the audience changes.
Television programming
In order to form a permanent audience, channels use retention strategies ( lead-in strategy ). Usually they resort to placing programs in blocks, alternating not the most interesting programs with very interesting ones. Also, in order to retain viewers, the channels practice “seamless” television: commercials inside the program, and announcements of the next program are also inside the program.
In addition to programming (programming), there is also counterprogramming ( counter programming ), which takes into account the actions of competing channels. Help Yu counter-programming channels are trying to pull the audience towards them.
Usually the grid is consistent with certain parts of the day ( dayparts ), in which one or another audience gathers at the screens. For example, in the United States, the following parts of the day are distinguished:
- daytime ( day-time ): 7-16.30, Monday to Friday, a small audience with a predominance of women;
- prime time ): 20-23 hours Monday to Saturday and 19-23 hours Sunday, audience maximum;
- late evening late night ): after 11 p.m., small adult audience;
– news time ( news daypart ): time of main news programs;
– sports time ( sports ): time of sports broadcasts, predominantly male audience;
- kids time ( child time ): usually weekend mornings, children's shows.
Technical coverage
The technical coverage of the channel is the possibility of high-quality TV signal reception by the population in a particular region. The technical coverage figures do not match the number of real viewers, since during the broadcast people may not watch TV at all or watch some other channel.
In terms of coverage, TV channels can be classified in the same way as newspapers and magazines: local, regional, national (central) and transnational. They cover certain market areas. For example, in the US there are 210 local TV markets with more than 1200 commercial TV stations. Each local market accounts for 3 to 11 TV companies.
There are more than 10 federal channels in Russia today. There are several inter-regional And each region has its own regional channels. That is, any audience can be covered both by a national channel and a local one.
It should be noted that the volume of the audience of regional channels is generally inferior to the volume of the audience of national ones. This is due to the relatively small volume of broadcasting, less interesting but cheaper programs, and the fact that federal channels have longer prime time.
With an increase in the number of federal channels, an increase in the number of regional ones also occurs in parallel. As a rule, the higher the population of the city, the more quantity channels. In addition, the higher the population, the greater the volume of broadcasting. "The demographic composition of the audience regional broadcast has, as a rule, two characteristic displacements. Firstly, women predominate in it, and secondly, people of mature and old age. This can be explained, among other things, by broadcasting during the daytime and morning hours (there is a female audience) and a significant amount of news and journalism (young people are little interested in these types of programs) ”
The technical coverage of the channel is the possibility of high-quality reception of a television signal by the population in a particular region. The technical coverage figures do not match the number of real viewers, since during the broadcast people may not watch TV at all or watch some other channel.
In terms of coverage, TV channels can be classified in the same way as newspapers and magazines: local (local), regional, national (central) and transnational. They cover certain market areas. For example, in the US there are 210 local television markets with over 1,200 commercial television stations. Each local market accounts for 3 to 11 TV companies.
There are more than ten national channels in Russia today. There are several inter-regional And each region has its own local channel. Thus, any audience can be reached both by a national channel and a local one.
It should be noted that the volume of the audience of regional channels is generally inferior to the volume of the national audience. This is due to the relatively low volume of broadcasting, showing less interesting but cheaper programs, as well as the fact that national channels have more prime time on the networks.
With an increase in the number of national channels, an increase in local ones also occurs in parallel. As a rule, the larger the population of the city, the more channels. Also, the larger the population, the greater the volume of broadcasting. “The demographic composition of the audience of regional broadcasting has, as a rule, two characteristic shifts. Firstly, women predominate in it, and secondly, people of mature and old age. This can be explained, among other things, by broadcasting during the daytime and morning hours (when a female audience prevails) and a significant amount of news and journalism (young people are little interested in these types of programs).” Regional TV allows you to cover local markets.
Status
From the point of view of who finances television and for what purpose, it can have a public (public-state, public law) or commercial model.
An interesting combination of partners is the so-called network television. It broadcasts in the regions according to the selected geographic configuration. The operation of such a channel may look like this: the base station forms a daily broadcast grid and transmits it to the satellite. Regional partner stations receive and rebroadcast the signal on their territory.
The broadcast time of the channel's programs is arranged in such a way that it remains for regional programs. Usually, local TV companies have up to four hours daily for their programs and advertisements. By additional agreement, partners can place ads in other places of the grid.
The large number of regional partners provides the channel with significant reach. This scheme is also beneficial for local TV stations, since it is difficult for them to fill the entire airwaves with their own high-quality programs.
Network channels specialize in thematic formats (entertainment, music, etc.), and as a result, the audience of network channels is narrower than that of national channels. The audience of network channels, as a rule, is richer, younger, more focused not only in terms of demographics, but also in terms of behavioral characteristics, i.e., the audience of network channels is of higher quality in terms of composition and for non-mass goods it may be much preferable to the audience of national channels. The audience of networks is constantly growing, taking viewers away from national channels.
Until recently, prices for Russian network channels(per rating point) were lower than on the national ones, which is apparently due, first of all, to a smaller technical coverage, as well as the absence of certain traditions - the penetration of network channels into the advertising television market, which is just beginning. The limiting factor is the complexity of media planning on network channels: it is necessary to process large amounts of information, work in conditions of its partial deficit, make great efforts to place advertising and monitor its outputs. The lower commission rate for advertising agencies also does not encourage advertising in networks.
At the same time, the fact that Russia's modern networks are inferior to national channels is obviously a temporary phenomenon. Most likely, it is they, as, for example, in the United States, that will take the leading positions in the near future, in the course of further development of the advertising market.
Format
The format is usually called the concept of broadcasting, which includes the ideas of program policy, forms and organization of work on the air. The most common formats:
Publicly popular;
Entertainment;
Musical;
sports;
Business;
News, etc.
So, for example, national Russian channels ORT and RTR are socially popular, channels "Sport" and "TV7" - sports, STS and TNT - entertainment, RBC - business, "MuzTV" and MTV - music, CNN and "Euronews" - news, etc.
The format largely determines the cost of maintaining the channel. For example, television, which has its own news and programs, needs to maintain an editorial office, reporters, staff correspondents in other cities or countries, professional announcers, columnists, presenters, etc. All this is very expensive. But the music channel will be cheaper. There, in addition to technical and commercial staff, often only a few DJs are required to insert short comments into a repetitive string of music videos.
The format is for advertisers a certain benchmark of the audience's interest in a particular product. It is clear that, for example, advertising of musical recordings will be more appropriate for viewers of a music channel than for viewers of a sports channel, advertising for audit services will be more interesting for viewers of a business channel, etc.