TV Audiences | How are TV Audiences Measured?
What are advanced audiences in TV advertising?
Without a defined and well targeted audience, any TV advertisement can fall on deaf ears. Defining and reaching the correct audiences can make or break the success of your strategy.
In the TV universe, advanced audiences are defined as any group of viewers that have been segmented by a set of characteristics, such as geographic location, purchasing history, or annual household income, for example. These advanced audiences are TV consumers who are targeted based on a single or several identifiers that place them as ideal candidates for engagement with and conversion from an advertisement.
Do you want your audience to see an advertisement for baby food, for example, and then buy that product? You’ll need to make sure your advertising agency defines which advanced audiences are most likely to need the product, and act on their desire to follow-through with a purchase. TV attribution is used to identify these conversion pathways.
How do advertisers measure the advanced audience reach of television?
In OTT (over-the-top) advertising, connecting with a media server, such as an IP (internet protocol), extracts advanced audience information which advertisers can then collect for targeting and reporting purposes.
In linear TV advertising, advertisers connect with national networks to gather advanced audience information. The more national networks an advertiser has access to, the greater the chance the ad has of reaching the largest number of households and targeting with more precision and clarity.
Any cross-channel TV buying platform should have partnerships with top-of-the-line data partners who can extract this advanced audience information with ease and efficiency. One industry leader is Nielsen, who uses proprietary electronic measuring devices and software to capture what advertisements viewers are exposed to across devices.
How are TV advanced audiences measured?
Advanced audiences who view an advertisement are measured in relation to the entire viewership of linear TV or connected TV (CTV) in any given time frame. Advanced audiences measurement is typically further segmented by media markets, which are defined by the size of a metropolitan area.
In linear TV advertising, gross rating points (GRPs) or target rating points (TRPs) are the standard unit of measurement. A data-driven and automated workflow from your TV buying platform is crucial for speedy measurement reporting. With accurate and timely reports, re-targeting audiences, expanding reach, and increasing frequency is exponentially simpler when you’re looking to scale your campaign.
Every TV advertising campaign should be run with a set target audience, which can be built out, re-built as lookalike audiences, and re-targeted as the campaign’s success is measured and goes to scale.