Some ratings are more equal than others
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.
- This could also be of interest