Some ratings are more equal than others

Date of publication: August 1, 1999

Author: Julian Dobinson


It is commonly accepted that not all rating points are equal in their value to advertisers. Agencies and advertisers put increasing pressure on broadcasters to deliver particular criteria: programmes dayparts centre breaks position in break etc. Whilst the industry gives differential value to these the only mechanism to put a value on aspects of airtime ‘quality’ has been that of demand. This paper outlines a new way of valuing airtime which measures one aspect of quality on a break-by-break basis and can be used to significantly improve the effectiveness of advertising.

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