Tag Archives: Ratings

Better TRPs

For decades, television advertising has traded in terms of gross rating points (GRPs) the aggregation of ratings for all commercial spots that comprise a campaign. Many advertisers have translated GRPs into target rating points (TRPs) instead, which are still defined in very broad terms, such as the number of GRPs of adults between the ages [...]

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TV Ratings Insurance?

What will the next generation of TV advertising look like, and who will drive it? In June, I participated in a panel discussion at OMMA Video where we wrestled with that question. Will set-top-box data and measurability change TV? Will it be advertising leveraging “Request for Information” interactivity on standard remote controls, as Canoe Ventures [...]

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High Attentiveness Low Loyalty (H.A.L.L.) Revisited:

Exposure to promotion makes highly attentive rovers tune in to a program at higher rates Targeting low loyalty high attentiveness viewers is an ideal way to drive ratings for established programs. We define low loyalty viewers as ones that watch only one episode of a program in a season. As we previously determined, most shows [...]

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The Jay Leno Show Premiere Week Shuffles Viewersb Tune-in Choices

Much has been made of NBCbs decision to insert The Jay Leno Show at 10PM weeknights.B Now that the week of its premiere is past, we have an opportunity to step back and survey the ripples to the great ocean of attention that viewers dedicate to watching television. The New York Timesb Stuart Elliot covered [...]

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Friends, Romans, Countrymen, Lend Me Your Rears: A Reflective Look at Network Ratings

Broadcast and cable networks both try to produce highly rated programs, but broadcast networks face much higher pressure than cable networks to produce shows that are instantly successful.B Broadcast programs tend to be dropped immediately if ratings are subpar, whereas on cable, programs with positive critical acclaim but low ratings might be continued for a [...]

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Of Birds and Bubbles – What can Darwin teach us about TV?

While visiting the Galapagos Islands Darwin came across thirteen species of finch – a small, sparrow-like bird. B Although they were similar in size, their biggest differentiating factors were the sizes and shapes of their beaks. Some finches had slender thin beaks, while others had thick strong beaks (see image) Darwin postulated that competition for [...]

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