TELEVISION ADVERTISING: WEIGHTED RATINGS IN MEDIA PLANNING
KREPAK Anna,
PhD in Economics, Associate Professor at the Department of Marketing and Advertising of KNUTE
TELEVISION ADVERTISING: WEIGHTED RATINGS IN MEDIA PLANNING
Background. Despite of the continuing expectations of decline in TV advertising, this instrument was most marketable in 2016 with the highest volume of advertiser’s expenses. In the course of planning advertising activities on TV the decisions are made based on the analysis of media metrics, that can’t be verified by the advertisers.
The aim of this article is to characterize the concept of weighted ratings on TV and to elaborate on their usage and purpose.
Materials and methods. The author used the materials of television advertising empirical research and applied the following methods of cognition as a dialectical, structurally-logical, method of theoretical generalizations, induction and deduction.
Results. One of the possible goals of using weighted ratings is to compare the data, aggregated by different advertisers, whose TV commercials have different length. In this situation, WGRP is taken as ad movie rating that lead (cited) to the 30 seconds equivalent on a proportional basis. Also, it’s possible to use this metric as a unit of TV advertisement purchase. In this case disproportional price coefficients, set by sellers, would be used to calculate this metric. Naturally, increase in value of 1 second of video ad impression, that is longer than 30 s can be observed.
Conclusion. Weighted rating is one of the most trickiest TV metrics that is used during the analysis of market development conditions and promotion of certain categories of enterprises and also as an object of pricing and sales. In some cases the application of weighted ratings is misleading for the buyer of TV advertising as it adds "hidden" extra charges.
Keywords: rating, weighted rating, procurement audience, television advertising, pricing, extra charge.
TELEVISION ADVERTISING: WEIGHTED RATINGS IN MEDIA PLANNING