Podcast
Questions and Answers
Cost per Rating Point measures the cost an advertiser pays to reach 1% of the audience.
Cost per Rating Point measures the cost an advertiser pays to reach 1% of the audience.
True
Cost per Thousand (CPM) indicates the cost for advertisers to reach 1,000 individuals in a target audience.
Cost per Thousand (CPM) indicates the cost for advertisers to reach 1,000 individuals in a target audience.
True
Click Through Rate (CTR) is irrelevant to the calculation of Quality Score in online advertising.
Click Through Rate (CTR) is irrelevant to the calculation of Quality Score in online advertising.
False
Television Rating Point (TVR) refers to the percentage of the total audience exposed to a particular advertisement.
Television Rating Point (TVR) refers to the percentage of the total audience exposed to a particular advertisement.
Signup and view all the answers
The total number of individuals within a given target is referred to as the Reach.
The total number of individuals within a given target is referred to as the Reach.
Signup and view all the answers
Gross Rating Points (GRP) are calculated by multiplying the Reach by Frequency.
Gross Rating Points (GRP) are calculated by multiplying the Reach by Frequency.
Signup and view all the answers
Cost per click (CPC) is similar to Cost per Thousand (CPM) as both track the cost of impressions.
Cost per click (CPC) is similar to Cost per Thousand (CPM) as both track the cost of impressions.
Signup and view all the answers
Audience Rating Points can be used to assess the effectiveness of an advertising campaign by determining audience size and engagement.
Audience Rating Points can be used to assess the effectiveness of an advertising campaign by determining audience size and engagement.
Signup and view all the answers
TARPs measure the total percentage of a target audience that has been exposed to an advertising message.
TARPs measure the total percentage of a target audience that has been exposed to an advertising message.
Signup and view all the answers
Audience share indicates how the audience is divided among different media stations.
Audience share indicates how the audience is divided among different media stations.
Signup and view all the answers
Frequency is defined as the unduplicated percentage of individuals reached by advertising.
Frequency is defined as the unduplicated percentage of individuals reached by advertising.
Signup and view all the answers
Share of voice refers to the amount of media clutter that one brand enjoys over others in a specific category.
Share of voice refers to the amount of media clutter that one brand enjoys over others in a specific category.
Signup and view all the answers
A Run of Station (ROS) commercial allows a brand to specify exact airing times for their advertisements.
A Run of Station (ROS) commercial allows a brand to specify exact airing times for their advertisements.
Signup and view all the answers
Reach is the average number of times the audience has encountered an advertising message.
Reach is the average number of times the audience has encountered an advertising message.
Signup and view all the answers
Share of investment measures the percentage of media budget allocated to a particular brand within a product category.
Share of investment measures the percentage of media budget allocated to a particular brand within a product category.
Signup and view all the answers
Click Through Rate is a metric that highlights the total audience exposure across all media platforms.
Click Through Rate is a metric that highlights the total audience exposure across all media platforms.
Signup and view all the answers
Media objectives prioritize maximizing the reach and not media efficiency.
Media objectives prioritize maximizing the reach and not media efficiency.
Signup and view all the answers
Quality Score is determined solely by the click-through rate of an advertisement.
Quality Score is determined solely by the click-through rate of an advertisement.
Signup and view all the answers
Reach refers to the total number of unique individuals exposed to a campaign at least once.
Reach refers to the total number of unique individuals exposed to a campaign at least once.
Signup and view all the answers
Frequency indicates how often the same individual is exposed to the advertisement over a period.
Frequency indicates how often the same individual is exposed to the advertisement over a period.
Signup and view all the answers
Audience measurement techniques do not consider readership for print media.
Audience measurement techniques do not consider readership for print media.
Signup and view all the answers
Circulation is defined as the number of copies sold of a publication and does not include readership.
Circulation is defined as the number of copies sold of a publication and does not include readership.
Signup and view all the answers
Dayparting refers to scheduling advertisements during specific parts of the day to optimize exposure.
Dayparting refers to scheduling advertisements during specific parts of the day to optimize exposure.
Signup and view all the answers
Portion buy is always a fixed duration segment of an advertisement and cannot be customized.
Portion buy is always a fixed duration segment of an advertisement and cannot be customized.
Signup and view all the answers
Study Notes
Audience
- Universe: Total number of individuals within the defined target market
-
Ratings: Represents the percentage of the target universe exposed to a specific advertisement, usually on TV or Radio
- Rating point: A measure of the audience reached by a specific advertisement
- TARP (Target Audience Rating Point): Specifically refers to the audience rating point of the defined target market
- TVR (Television Rating Point): Measures the audience for a specific television advertisement
- GRP (Gross Rating Points): Represents the total audience reach across all advertisements in a campaign
- GTARP (Gross Target Audience Rating Points): Refers to the total reach of all advertisements targeting a defined audience
- Total TRPs/ Total TARPs: Sum of individual ratings delivered by a specific media vehicle
- Gross: The total sum of all ratings or reach metrics
- Viewing/Listening Level: The percentage of the universe with devices turned on at a particular time
Efficiency
-
Reach & Frequency: Measures the effectiveness of an advertising campaign
- Reach: The unduplicated percentage of the target audience that has been exposed to an advertising message
- Frequency: Refers to the average number of times the audience has seen or heard an advertisement within a specific timeframe
- TARPs, Reach & Frequency Relationship: Frequency x Reach = TARPs
- Share of Voice: Represents the percentage of media clutter in a specific product category, timeframe, or area enjoyed by a brand
- Share of Investment: The percentage of media expenditure within a particular product category, timeframe, or area enjoyed by a brand
- Audience Share (SOA): Shows how the audience is distributed across competing stations during a specific timeframe
Cost
- CTARP (Cost per Rating Point): Advertiser's cost to reach 1% of the target audience
- CPM (Cost Per Thousand): The cost an advertiser pays to reach 1,000 individuals within a defined population
- Cost per Click/Cost per View: An online advertising model where the advertiser pays only when an ad is clicked or viewed
-
Quality Score: A rating that assesses the quality and relevance of an online advertising campaign
- Click Through Rate (CTR): The percentage of users who click on an advertisement after seeing it
- Relevance of Each Keyword to Its Ad Group: How well the keywords used in an advertising campaign align with the ad group
- Landing Page Quality and Relevance: How relevant and useful the website the ad links to is for the user
- Relevance of Your Ad Text: How well the advertisement text matches the user's search query
- Historical AdWords Account Performance: How well the online advertising campaign has performed in the past
Media Terminology
- SOI (Share of Investment): The brand's percentage of media expenditure compared to competitors within a specific category
- SOV (Share of Voice): The brand's percentage of media clutter within a specific category compared to competitors
- ROS (Run of Station): Commercial placement where the advertiser does not specify a particular time slot, and the ad can air at any time throughout the station's schedule
- ROP (Run of Page): An advertisement that can appear anywhere within a specific publication at the publisher's discretion
-
Index: A number representing the relationship between two numbers
- Used to measure propensity or skews: Indicates whether a value is higher or lower than the average and by how much
- Affinity: Defined as the audience's involvement with a specific medium and vehicle
- MOS (Media Objectives & Strategies): A document outlining the media strategies, tactics, and touchpoints for a brand throughout the year
- Media Amplification/Maximization: A media strategy that incorporates various channels to create a consistent and impactful campaign
- Circulation: The average number of copies sold of a magazine or newspaper edition
- Readership: Represents the percentage of readers for a magazine or newspaper edition
- Daypart: Refers to the specific time of day or night when an advertisement is placed
- Portion Buy: A commercial buy within a specific program ranging from 10 to 30 minutes. It can be custom designed for the advertiser or an existing portion offered for sale.
Media Values
-
Media Values: Factors assigned to specific media components of a media plan
-
Television Values:
- OBB/CBB (Opening/Closing Billboards): Billboards aired immediately before or after a program
- BUMPER: A billboard aired within a specific program
- PUSH PLUG: A message aired as an end tag to a TV commercial that reiterates the message or prompts viewers to take action. It serves as a feedback mechanism for the campaign.
-
Television Values:
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
Test your knowledge on key advertising metrics like TARP, TVR, and GRP. This quiz will cover various aspects of how ratings are measured and their importance in the advertising world. Dive into the details to enhance your understanding of audience metrics.
