Audience measurement mainly quantifies the number of people in an audience for some advertisements. Audience measurement includes TV viewing, newspaper readership, website traffic, and even radio listenership. The term is sometimes used to find out who is viewing the advertisement rather than how many people are watching a specific channel. Knowing this information is very important, especially when you want to run a successful marketing campaign. There are many audience measurement systems that you can use to do this. However, only a few of them will fulfill your needs.
If you want to sell your product or service, you need to make sure that you are running a successful marketing campaign. Any campaign can go downhill very quickly if you don’t have the right data on your hands. When you are advertising on TV, a large part of the people watching your advertisements is unknown. Therefore, you need to gather as much information regarding them as you can. If you know how many people are watching your ads, then that can give you a lot of information to build on. Maybe you can change your strategy a bit and invite more people into the mix and possibly increase your sales.
There is no one perfect model that you can use to market your product. You always need the right data, and the model needs to be adjusted based on that data. You need to use the right audience measurement methods for the best results. You need the data to be as accurate as possible because otherwise, all your work will be for nothing.
What is Audience Measurement?
Audience measurement is an umbrella term, and you must understand it fully. When you are doing audience measurement, you are basically taking into account the people who are watching your advertisement on the TV. However, that is not all because radio listenership and newspaper readership is also part of this measurement most of the time. You are not going to advertise your service or product on just one medium because that will hinder its success. This is the reason why you need to take into account the audience from all mediums.
When we talk about audience measurements, several factors need to be analyzed. Once all the data has been gathered, it has to be classified into three main categories. The first category is known as Demographics; the Second is known as Behavior, while the third and final category is Customer Journey. However, marketers need to use all of the categories in tandem to understand and effectively profile their customers and adequately market the service or product to the right groups.
It is the Demographics metric when and where the person or group is present. This metric also tells the marketers about how much do a particular group of people earn, what age group they belong to, and what their preferences are. Many other details are also uncovered in this category, but if we started to list all of them, it would take a long time.
The second category is Behavior, which tells the marketers how many times the user or consumer has come online. If we talk about a website, then it would check how many times a particular user logged on to a website. But if we talk about the TV, it would check how many times a particular user switched to a specific channel and for how long.
It is imperative to understand all of these factors for the best marketing practices. It is with the help of these factors that marketers can understand their viewers in a better way. Normally, there is a lot of data to go through and that is why categorizing all of the data can take quite a long time. But once you are done with it, things can become much easier.
How is Viewership Measured?
One of the main methods that are used to measure viewership of a specific TV program is done through what is known as rating point. One rating point or TVR represents just 1% of the TV houses in a specific area where the survey has been conducted. If we talk about the United States alone, there are over 100 million TV households, which means that one TVR would represent around 1,000,000 TV households. Another thing that you need to understand is that TVR is different from share point; the main difference is that a share point represents 1% of all the households watching television at a given time.
Measuring viewership is significant because it is with the help of this tool that you can learn whether a particular TV program or channel is performing well or not. Marketers use this information to select specific channels that have higher viewership. Therefore the advertisement will be seen by more people.