Audience Watch For Television Programming and Advertising Professionals
Home Glossary About Audience Watch

· 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
An advertising roadblock is a media planning strategy where all networks air the same ad at the same time. No member of the audience one can get through without seeing the ad.

A roadblock has two attractive features:

  1. Everyone who is watching television at the time of the roadblock is exposed to the ad.
  2. No one is exposed to the ad more than once because no one can watch two programs at one time.

It can be shown that for a large advertising campaign, the value of multiple roadblocks can decline while other media planning and optimization strategies become more attractive.

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