tv jargon and examples

TV Jargon and Examples

TARGET AUDIENCE• A target audience (also known as a target market) represents the people we most

want to talk to • Defining the target audience enables us to tailor our message and our media buying

specifically to reach and influence these people, thus avoiding ‘wastage’ (i.e. paying to reach people who are unlikely to buy our product)

• For the sake of this exercise, let’s say our target audience is all people aged 25-54. To keep things even simpler, our total population (below) consists of just 10 people, 50% of which (five people) are aged 25-54

PERFORMANCE METRICS• In the real world our target audience will be much larger than just 5

people, but by having just five people allows us to see a real life example of how the Performance Metrics work at a very simplistic level

• We will look at the viewing habits of each person in our group of five people and show how these mesh together to form the metrics we see on media schedules each day

PERFORMANCE OBJECTIVES OF THE CAMPAIGN

• A schedule has been constructed to reach the maximum amount of 25-54 year olds and our agency has sent us a spot list which reads as follows;

Spot list for Tuesday 4 August

• For the sake of this exercise, let’s say our objectives on our launch night are 200 ratings with a 90:10 peak: off peak split, 80% 1+ reach, 60% 2+ reach with an average frequency of 2.5

• What does this all mean? And how, using the viewing of our 5 people do we get to this result?

5.40pm TV ONE MasterChef

7.10pm TV 2 Shortland Street

7.20pm TV ONE Close Up

7.40pm TV ONE Coronation Street

8.10pm TV 2 The Apprentice

9.10pm TV ONE Packed To The Rafters

CASE STUDY 1: ANNA• Anna is 28 and lives in Auckland. She is married with a seven-month old

son• On Tuesday 4 August Anna’s night went something like this…

5.00pm Husband Aaron home from work5.40pm Aaron feeding the baby while Anna watches MasterChef on TV ONE6.00pm Bath & bedtime for baby, dinner time for grown ups! 7.10pm Baby in bed and Anna settles down to watch Shortland Street7.20pm Anna is still watching Shortland Street7.40pm Anna stays with TV2 for The Apprentice and Aaron joins her8.10pm Anna engrossed in The Apprentice9.10pm Anna moves back to TV ONE to watch Packed to the Rafters9.30pm Anna heads to bed

CASE STUDY 1: ANNARESULTS• All the times that Anna saw the advertisement are highlighted

in red on the previous page and on the spot list below• As you can see from this, Anna saw the advertisement four

times Spot list for Tuesday 4 August







CASE STUDY 2: MEGAN

• Megan is 33 and lives in Wellington. She works as a Legal Executive in the CBD

• On Tuesday 4 August Megan’s night went something like this…

5.00pm Megan is still at work5.40pm Megan is tidying up the last of the tasks for the day6.00pm Megan meets up with her friends for a quick bite at Shed 57.10pm Megan is a Shortland Street Fan so gets home for her fix7.20pm Megan is still watching Shortland Street7.40pm Megan watches The Apprentice on TV28.10pm Megan is still engrossed in The Apprentice9.10pm Megan switches to TV ONE to watch Packed to the Rafters9.30pm Megan is updating her facebook page

CASE STUDY 2: MEGANRESULTS• All the times that Megan saw the advertisement are highlighted in

red on the previous page and on the spot list below• As you can see from this, Megan saw the advertisement three times

Spot list for Tuesday 4 August







CASE STUDY 3: LISA• Lisa is 41 and lives in Christchurch. She is a nurse at the local doctors and

lives with her teenage children.

• On Tuesday 4 August Lisa’s night went something like this…

5.00pm Lisa leaves work for the day5.40pm Lisa cooks dinner for the kids6.00pm Lisa watches ONE News while eating dinner 7.10pm Kids head of to watch Shortland Street7.20pm Lisa stays on TV ONE watching Close Up7.40pm Lisa switches to TV ONE and watches Coronation Street8.10pm Lisa engrossed in Coronation Street9.10pm Lisa helps the kids with their homework9.30pm Lisa jumps on the computer to catch up with her e-mails

CASE STUDY 3: LISARESULTS• All the times that Lisa saw the advertisement are highlighted

in red on the previous page and on the spot list below• As you can see from this, Lisa saw the advertisement two

times Spot list for Tuesday 4 August







CASE STUDY 4: PETER• Peter is 49 and lives in Auckland. He owns his own business,

providing marketing advice to companies

• On Tuesday 4 August Peter’s night went something like this…

5.00pm Peter is still at work5.40pm Peter is working on a presentation for a client6.00pm Peter is putting the finishing touches on the presentation 7.10pm Peter meets up with a work contact for a drink7.20pm They decide to head out to dinner at Cibo7.40pm Peter and friend arrive at Cibo8.10pm Peter decides to go with the Duck Confit9.10pm Still nursing a glass of red wine9.30pm Peter heads back home

CASE STUDY 4: PETERRESULTS• There is nothing highlighted on the previous page, as Peter spent the

night out• As you can see from this, Peter didn’t see the advertisement

Spot list for Tuesday 4 August5.40pm TV ONE MasterChef






CASE STUDY 5: JULIE• Julie is 53 and lives in Hamilton. She has recently cut back her hours at

work to spend more time with her grandson• On Tuesday 4 August Julie’s night went something like this…

5.00pm Julie is reading a book5.40pm Julie gets dinner ready6.00pm Julie and her husband sit down for dinner 7.10pm Julie chats to her daughter on the phone7.20pm It’s a long conversation!7.40pm Julie switches to the TV to watch Coronation Street8.10pm Julie glued to Coronation Street9.10pm Julie goes on tvnz.co.nz to find out more about Coronation Street9.30pm Julie settles in to watch Real Life

CASE STUDY 5: JULIERESULTS• All the times that Julie saw the advertisement are

highlighted in red on the previous slide and on the spot list below

• As you can see from this, Julie saw the advertisement one time

Spot list for Tuesday 4 August5.40pm TV ONE MasterChef






PUTTING IT TOGETHER – TARPS

• Each person in a sample equates to a percentage of the total audience • In this case each person represents 20% of the total audience (but in normal

circumstances they would be far less than this)• To get TARPs the percentages are added together – so for the ad playing at

7.10pm we would add Anna (20%) and Megan (20%) together to get a total of 40 (or 40% of the total audience viewing at that time)

• To get total TARPs we add all the individual percentages together5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm

Anna (20% of total audience)

Lisa (20% of total audience)

Peter (20% of total audience)

Julie (20% of total audience)

Megan (20% of total audience)

Total % viewing (TARP’s)

20 40 4040 20 40Total Tarps = 200

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm







20 40 4040 20 40Total Tarps = 200

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm







20 40 4040 20 40Total Tarps = 200

1+ REACH• Reach is the percentage of your target audience who had the

opportunity to see your ad one or more times• To calculate 1+ reach we look at the percentage of our total

audience who have seen the advertisement one or more time

• In this example four of the five people (80%) have seen the advertisement at least once

% of people who saw ad one or more times 1+ reach = 80%

4 out of 5 people saw the ad at least one time

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm






% of people who saw ad one or more times 1+ reach = 80%

4 out of 5 people saw the ad at least one time

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm












2+ REACH• To calculate 2+ reach we look at the percentage of our total audience

who have seen the advertisement two or more times• In this example three of the five people (60%) have seen the

advertisement at least twice

% of people who saw ad two or more times 2+ reach = 60%

3 out of 5 people saw the ad at least two times

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm






% of people who saw ad two or more times 2+ reach = 60%

3 out of 5 people saw the ad at least two times

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm












3+ REACH• To calculate 3+ reach we look at the percentage of our total

audience who have seen the advertisement three or more times• In this example two of the five people (40%) have seen the

advertisement at least three times

3+ reach = 40%% of people who saw ad three or more times

2 out of 5 people saw the ad at least three times

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm






3+ reach = 40%% of people who saw ad three or more times


5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm






% of people who saw ad three or more times


5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm












AVERAGE FREQUENCY• Average frequency is the average number of times that your target audience

(who have viewed the ad) had the opportunity to see your ad• To calculate average frequency we take the total number of times the ad was

seen (10 times) and then divide it by the number of people who saw the advertisement (4), to give us an average frequency of 2.5

• As he didn’t see any ads Peter is not included in this calculation

Number of times the ad was seen Average Frequency = 2.5

The ad was seen a total of 10 times by 4 people

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm






Number of times the ad was seen Average Frequency = 2.5

The ad was seen a total of 10 times by 4 people

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm












OFF-PEAK

• To calculate the off-peak percentage, take the percentage of TARPs appearing outside of the peak hours of 6pm -10.30pm (20 tarps from a total of 200 – equating to 10% of the total)

Ratings in Off Peak

10% of total ratings in off peak = 90:10 peak:off peak mix

20 40 4040 20 40

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm






Ratings in Off Peak


20 40 4040 20 40Ratings in Off Peak


20 40 4040 20 4020 40 4040 20 40

5.40pm 7.10pm 7.20pm 7.40pm 8.10pm 9.10pm












tv jargon and examples

Documents

pmtv onepacked

pmtv onemasterchef7

shortland street7

pmtv oneclose up7

pmtv onecoronation street8

pmmegan switches

pm aaron

target market