2003 Regional Tool Kit

Transcription

1 2003 Regional Tool Kit

2 Contents 2003 Survey Calendar The Ratings Process Station Codes by Market Terms & Definitions Occupation Classifications Coverage Maps Coverage Area by Postcode Regional Client Service Contacts 2

3 2003 Regional Survey Calendar 3

4 The Ratings Process

5 The Ratings Process 1. Regional Establishment Survey A large-scale annual survey of 14,400 interviews conducted to define the population to be represented and its characteristics. Panel homes are recruited from the respondents. 2. The Regional Panel Panel homes are selected according to a statistical design using information collected from the Establishment Survey and the ABS, guaranteeing the panel represents the Australian TV audience. 5

6 The Ratings Process 3. The Peoplemeter A peoplemeter is installed on every TV set in each household. It records and stores four pieces of information:! Time! Whether the TV set is on or off! Channel tuned! Persons viewing 4. Transmission Every night, the data stored in the peoplemeter is retrieved automatically via telephone using AGB production software. 6

7 The Ratings Process 5. Production Software Pollux performs the collection, processing, validation, weighting and final production of the household data into an individual by individual (unidentified), minute by minute database delivered overnight 365 days of the year. 6. Program Database Using broadcast logs provided by the networks, a program database is built and fed into Pollux for integration with the viewing data. 7. Application Software Each morning users download the complete database from ATR s secure website. These users can then perform complex data analyses using application software such as AGB Workstation. 7

8 Station Codes by Market Queensland AM-A 7 Qld WIN Southern Cross CAIRNS STQ CAI RTQ CAI TNQ CAI TOWNSVILLE STQ TOW RTQ TOW TNQ TOW MACKAY STQ MAC RTQ MAC TNQ MAC ROCKHAMPTON STQ ROC RTQ ROC TNQ ROC MARYBOROUGH STQ MAR RTQ MAR TNQ MAR TOOWOOMBA STQ TOO RTQ TOO TNQ TOO 8

9 Station Codes by Market Northern NSW AM-B Prime NBN Southern Cross NORTHERN RIVERS NEN NRI NBN NRI NRN NRI NEWCASTLE NEN NEW NBN NEW NRN NEW TAMWORTH TAREE NEN TAM NBN TAM NRN TAM Southern NSW AM-C Prime WIN Southern Cross CANBERRA CBN CAN WIN CAN CTC CAN ODW * CBN ODW WIN ODW CTC ODW WOLLONGONG CBN WOL WIN WOL CTC WOL * ODW Orange, Dubbo, Wagga Wagga 9

10 Station Codes by Market Victoria AM-D Prime WIN Southern Cross ALBURY AMV ALB WIN ALB TEN VIC ALB SHEPARTON AMV SHE WIN SHE TEN VIC SHE BENDIGO AMV BEN WIN BEN TEN VIC BEN BALLARAT AMV BAL WIN BAL TEN VIC BAL GIPPSLAND AMV GIP WIN GIP TEN VIC GIP Tasmania WIN Southern Cross LAUNCESTON TVT LAU TNT STHNX LAU HOBART TVT HOB TNT STHNX HOB 10

11 Occupation Classification AB Managers, Administrators & Professionals Legislators & Government Appointed Officials; General Managers; Specialist managers; Farmers and Farm managers; managing Supervisors (Sales and Service and Other Business); Natural Scientists; Building Professionals and Engineers; Health Diagnosis and Treatment Practitioners; Tertiary Teachers; Social Professionals; Business Professionals; Artists and Related Professionals C1 Para Professionals; Clerks; Teachers; Sales People and Professional Service Workers Medical and Science Technical Officers and Technicians; Engineering and Building Associates and Technicians; Air and Sea Transport Technical Workers; Registered Nurses; Stenographers and Typists; Data Processing and Business machine Operators; Numerical Clerks; Filing; Sorting and Copying Clerks; Material Recording and Despatching Clerks; Receptionists; Telephonists and Messengers; School Teachers; Investment; Insurance and Real Estate Salespersons; Sales Representatives, Sales Assistants; Tellers; Cashiers and Ticket Salespersons; Personal Service Workers 11

12 Occupation Classification C2 Tradespersons Metal and Machinery Tradespersons; Electrical and Electronics Tradespersons; Printing Tradespersons; Vehicle Tradespersons; Food Tradespersons; Amenity Horticultural Tradespersons D Plant and Machine Operators, Drivers and Police Road and Rail Transport Drivers; Mobile Plant Operators; Stationary Plant Operators; Machine Operators; Police E Labourers and Related Workers Trade Assistants and Factory Hands; Agricultural Labourers and Related Workers; Cleaners; Construction and Mining Labourers 12

13 2003 Universe Estimates Homes (000 s) Total People (000 s) Number of Homes Installed Total Queensland (AM-A) Cairns Townsville Mackay Rockhampton Maryborough Toowoomba Total Northern NSW (AM-B) Northern Rivers Newcastle Tamworth/Taree Total Southern NSW (AMB-C) Canberra Orange/Dubbo/Wagga Wollongong

14 2003 Universe Estimates Homes (000 s) Total People (000 s) Number of Homes Installed Total Victoria (AM-D) Albury Shepparton Bendigo Ballarat Gippsland Total Tasmania Launceston Hobart

15 2003 Universe Estimates QLD AM-A N NSW AM-B S NSW AM-C VIC AM-D TAS TOTAL REG Households Total Individuals Children Children Teens Men Men Men Men Men Men Women Women Women Women Women Women

16 2003 Universe Estimates QLD AM-A N NSW AM-B S NSW AM-C VIC AM-D TAS TOTAL REG Grocery Buyers GB Working GB Not Wking GB GB GB (0) Children GB + Children GB + Ch (0-12) GB + Ch (0-17) GB + Ch (5-12) GB + Ch (5-17) Person H'hld Person H'hld Person H'hld Person H'hld Person H'hld TV H'hld TV H'hld TV H'hld

17 Dealing with small sample sizes When working with sample sizes smaller than 100, all software using Regional TAM data will display a warning message to the user as follows: Caution! Sample Size less than 100. There are only xx panellists in-tab for the selected survey period, for the xx demographic in the xx market. This is below the threshold of 100, which is recommended for statistical reliability. Results based on such small samples may be unreliable for the planning, buying and post analysis of television advertising. Regional TAM urges all users to be mindful of this caution when selecting particularly specialised target audiences. 17

18 Terms & Definitions Universe Estimate The estimated population against which media audiences are calculated. Minimum Sample Size Minimum expected panel size of the reporting panel for a defined demographic within a defined geographic area based on Universe Estimates. The reporting panel is 90% of the full panel. Households Using Television (HUT) The number of Households with at least one television set switched on. Rating The number of homes (or people) tuned to a particular station at a particular time. Usually expressed as a percentage. Target Audience Rating Point (TARP) The average viewing audience for a demographic, usually expressed as a percentage. Share The average viewing audience for a specific program or station, expressed as a percentage of the total TV viewing audience. 18

19 Terms & Definitions Reach The number or percentage of different people who have seen x minute(s) of a program or timeband. Industry standard bases Program Reach on 5 consecutive minutes viewed. Effective Frequency The number of exposures (1+, 2+, 3+ etc) deemed necessary for an advertising message to produce an effect (i.e.. For the target market to take the desired action, or for the ad to cause the desired response) Effective Reach The number or percentage of the target audience who are reached at, or above, the Effective Frequency level. Eg. If the Effective Frequency is set at 3 and 55% of the target have seen the advertising campaign 3 or more times then the Effective Reach is 55%. 19

20 Regional Coverage Maps 20

21 Coverage Map Queensland (AM-A) A) Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia,

22 Coverage Map Northern NSW (AM-B) Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia,

23 Coverage Map Southern NSW (AM-C) Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia,

24 Coverage Map Victoria (AM-D) Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia,

25 Coverage Map Tasmania Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia,

26 TV Coverage Area By Postcode Queensland (AM-A) A) Cairns Townsville Mackay Rockhampton Maryborough Excluding Overlap Maryborough Including Overlap Toowoomba Excluding Overlap Toowoomba 4377 Including Overlap

27 TV Coverage Area By Postcode Northern NSW (AM-B) Northern Rivers Excluding overlap Northern Rivers Including overlap Newcastle Excluding Overlap Newcastle Including Overlap Tamworth/Taree Taree

28 TV Coverage Area By Postcode Southern NSW (AM-C) Canberra Orange / Dubbo / Wagga Wagga Wollongong

29 TV Coverage Area By Postcode Victoria (AM-D) Albury Shepparton Bendigo

30 TV Coverage Area By Postcode Victoria (AM-D) Ballarat Gippsland Excluding Overlap Gippsland Including overlap

31 TV Coverage Area By Postcode Tasmania Launceston Hobart 31

32 Contacts: Toni Petra (02) Ian McDonald (03) Joanne Gorton (02) Sally Collins (02) Tania Rhodes (02) Rebecca Madden (07) or Regional TAM Help Desk , or 32