Before companies start a new advertising campaign they first have to research about when they are going to air their advert. This can be done easily through BARB- Broadcasters Audience Research Board who gather information like the most watched channel or programme what time of day the most people are watching television and the type of people who are watching the programme. BARB is owned by the main broadcasters such as BBC, ITV, Channel 4 and BskyB. Other than working with the main channels it also works with another marketing company called IPA (Institute of Practitioners in Advertising). These companies collect their information through things called 'Audience Measurement Panel'. BARB and IPA have the same goal of getting researching their audience.
The audience measurement panel which is used by BARB and other companies is a panel that is a number of households selected on the basis that they are varied and therefore can give a successful view on figures and information. In these households the channels and programmes they watch is monitored to acquire the information they need.This Panel has both pros and cons for its use. Some pros are that the data will be able to get received quickly meaning fast results and be able to get a wide range of information for various specifications such as location of the family and number of people in the family. However there are a few cons of using this and one is that you do not get an idea of how people are watching at one time and what member is actually watching the programme.An example of this is if a sports channel is being watched then the results will not show if it was an adult or child or male or female. This means that when a company is viewing these results obtained they will see that a specific programme is being watched a lot but not what member of the family. In terms of advertising this means they will be able to get an accurate idea of who they are targeting their advert to.
You are able to view TV rating on websites such barb.co.uk which give you a choice of what channels you want to view, the top programmes and a time period. This information is important when putting an advert on TV because then you are to place your advert in the breaks of a programme with more people watching to increase the amount of people that are likely to see it. However the channels also have this information and so these slots with more viewers will have a higher price than one with less views. An example of this is that a programme such as X Factor will have lots of views and therefore advertisers will want an advert during this and the price for having an advert there will cost more than another programme that is not as popular.
Audience Classification
The audience is not a block subject, but instead are divided up into separate groups such as social class, job, age and others. All of these classifications have to be thought of when thinking of a place to put your advert in. Social class and job come under standard occupational grade and is important because if a person has a good job with high pay and lots of these people what the same programme then typical adverts would be for things that are more expensive as they would have more money to spend on things and vice versa. Psycho graphics are things such as peoples hobbies and interests which become important for advertisers so that they know what hobbies people have who watch certain programmes so that they know if their advert/product will be suitable for the audience of that programme. Geo-demographics is where people live and is important for advertising a product so that you know whether to advertise a product, such as a tractor, to a programme with a main audience of people who live in the country where they are more likely to need one. The age of the audience is important because what you are advertising may not be useful to a child watching cartoons but instead to an adult watching bargain hunt. This will help so that your target audience is viewing the advert instead of someone who it does not effect or is unable to use. The final classification is gender and this is important for advertisers to see what programmes are watched by the most gender. The reason this is important is because a product such as bras would not be good in the adverts for a male dominated show such as Top Gear. All of these categories are important because it means you can find the perfect chanel and programme to advertise to reach your target audience.
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