Abstract:

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.