This paper addresses the television media issues facing advertisers in Europe. It examines both the supply and demand side of the markets and then concentrates on the requirements of the demand side, especially from the advertisers' rather then the agencies' point of view. It examines the important objective of campaigns, reach and frequency and then studies how well the European sales systems can deliver on schedules which would optimise the audience at the effective frequency. Television costs and calculation are also discussed. The paper concludes with comparing each country's sales system and how they may evolve in the years ahead.
Although Ireland is a small country it has a complex television environment. Irish homes can be placed into three different groups depending on their levels of channel choice; 2 station homes, 6 station homes, and 10+ station homes. This paper begins by briefly describing the Irish television scene, audience measurement techniques and type of database used. Following this, the paper will explore the question of whether more choice equates to more viewing as well as the relationship between stations and within stations over time. These topics are primarily examined by comparisons between 6 station homes and 10 + station homes. The results confirm findings from many other countries, namely that more channel choice leads to more television viewing