Audience Watch For Television Programming and Advertising Professionals
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Glossary
· Audience Data
· Audience Distribution
· Audience Flow
· Audience Sample
    · Sample Analysis
    · Sample Details
    · Drill down
    · Unified Sample
· Audience Tracking
· Co-viewing
· Demographic Group
· Exposure Group
· Impressions
· Influence Index
· Optimization
    · Integrated
    · Transparent
    · Spot Optimization
    · Steps
· Program Environment
· Program Trends
    · Defection
    · Experience
    · Program Loyalty
    · Retention
· Quad Analysis
· Reach
    · Effective Reach
    · Incremental Reach
    · Network Reach
    · Incremental Net Reach
· Recall
· Recency Theory
· Response Index
· Roadblock
· Valuation
    · Audience Valuation
    · Efficiency Plot
    · Exposure Valuation
    · Audience Efficiency
· Viewing Quintile
 
Audience Data

A variety of data describing television programming, advertising, and audience behavior are commercially available from a broad variety of sources. As shown in the figure below, Audience Watch integrates all these types of data into a single seamless environment.

Audience Watch Database
Audience Watch Database
Data Type
Description
Possible Uses
Aggregate Values such as ratings, share, projections, etc., which measure the viewing audience for the population as a whole or in aggregate. Nielsen Media Research has established a dominant position in the industry for aggregate data for both national and local markets. Audience Reporting
Trend Analysis
Respondent Level Refers to viewing logs for television viewing of individual people and households. The available respondent level data from Nielsen is currently for each quarter hour of viewing. Data from other sources can be second-by-second. Program Trend Analysis
Audience Distribution
Co-Viewing Analysis
Exposure Grouping
Sample Analysis
Psychographic The use of data to study and measure attitudes, values, lifestyles, and opinions for marketing purposes.
Video Full motion digital video that is integrated in with the other components of the database. Audience Tracking
Ad Response
Advertising Schedule Data that details when individual ads were aired. The data are often categorized by company, or by product class. Reach
Incremental Reach
Network Reach
Product Usage Data that correlates the purchase and use of commercial products and services with exposure to media. Examples include MRI and Simmons. Audience Efficiency
Exposure Valuation
Cost The cost of placing ads on broadcast television, measured in CPMs or unit cost. Sources of this data include commercial products as well as internal rate cards. CPMs of Value
Media plan Tuning
Ad Performance Deals with the effectiveness of advertisements in persuading people to purchase goods and services. Optimization

It has been found that as more data is incorporated into a single working environment, the opportunities for analysis expand. For example, a combination of respondent level data (blue) and advertising schedules (pink), we can easily compute reach and frequency for advertising campaigns. If we add product usage data, we can then compute audience efficiency for advertising campaigns. If we add cost data, it allows us to compute CPMs of value, and do other kinds of relatively sophisticated media plan tuning.



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