This blogpost will contain scanned images of our formal risk assessment and equipment checklist sheets to show consent before starting our production (filming) of our fashion advertisement.
Risk assessment
Equipment checklist
Showing posts with label Task 4. Show all posts
Showing posts with label Task 4. Show all posts
Tuesday, 5 March 2013
Formal risk assessment and equipment checklist
Introduction
This blogpost will contain scanned images of our formal risk assessment and equipment checklist sheets to show consent before starting our production (filming) of our fashion advertisement.
Risk assessment
Equipment checklist
This blogpost will contain scanned images of our formal risk assessment and equipment checklist sheets to show consent before starting our production (filming) of our fashion advertisement.
Risk assessment
Equipment checklist
Thursday, 31 January 2013
Analysing seasonal adverts
Introduction:
In this blog post, I am going to analyse three seasonal advertisements. The areas of the adverts that I am going to look at are;
- Product: What's being advertised?
The IKEA company and products - Furniture and storage equipment for spring cleaning.
- Plot: What happens in the ad?
A couple try to get hold of each other, but they are restricted because of all of the junk in the room which is holding them back. So in frustration and determination, they clear up the house super fast and find each other again in the cleanliness.
- Target audience: Who will buy the product?
The target audience would be aimed at home owners, preferably the younger and more stylish market and university students. around the ages 19+.
- Content signs: Signifer and what is signified
shoes and jewellery accessories - represent the female side of the room and the mess
books, movies, DVDs and CDs - represents they are a young couple or students as they are up to date on the latest entertainment media (music and movies).
Piano - signifys love as it is usually a romantic instrument and quite old and gloomy tones are played which helps to set the mood.
- Sounds: Diegetic and Non-diegetic
Non-diegetic sound track. Young/indie style music to help represent to the target audience. The lyrics of the song also relate to the plot and story of the advertisement.
- Mise-en-scene: What colours, props and settings are used? Why?
Colours - the colour scheme first started out all dark and gloomy to represent cold, unclean, upset, loneliness and after it is cleaned, it is clear, white and light to represent cleanliness, inviting, pure and optimism/happiness.
Props - The props used in the advert are all household items to help set the scene of a young couples home and storage/furniture products from IKEA to endorse it within the advertisement.
Settings - The advert is set in a home to show the main target place for IKEA products. The advert aslo makes the house as a maze of clutter to help represent that they are lost.
- Camera shots:What shots are used and why?
Close up shots - on the characters faces to show emotions and on the products to help fit them in the frame.
Birds eye view - an overview shot to show the whole scene and size of the maze/mess.
Mid shots - to show how the characters are cleaning at frantic speed. Mid shot is used to fit the character, actions and emotions in the scene.
- Advertising techniques: what techniques are used and why?
Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it. This advert uses this technique by showing how good and innovative IKEA's products are as they are tidying, to help promote the products within the advert.
Music: Music is a effective way of setting the mood within a advertisement because it help to portray the message using sounds, jingles, music tracks, etc. Music is used within the advert to help portray the message of the plot and to help show the message of story.
Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed. This advert uses the emotional response to help show the feelings of the characters to make the plot more effective.
2nd advert: John Lewis - Old fitness equipment
- Product: What's being advertised?
The John Lewis company and the new initiative that they are doing for the new year using social media networks (Twitter). #NewYearNewStart. The initiative says (according to the advert) that if customers swap their old kit, they will exchange it for a new one.
- Plot: What happens in the ad?
In this advert, it starts off with a middle class man opening his garage door using a remote control. He walks in and starts to look and fiddle with his old sports equipment and trophies, showing that he is reminiscing his old hobbies and sports.
Then the camera focuses on his old sports kit and changes to him having a brand new one. This shows that he gets a sense of pride, which motivates him into getting back into shape and carry out his old sport activities.
- Target audience: Who will buy the product?
The target audience is focusing on middle/higher class audiences by representing the character with money and materials that gave him a succesful sporting past. The audience focuses on males, but can appeal to women too with a interest on sport/exercise/health or fitness. The age range would be around 25-60.
- Content signs: Signifer and what is signified
A few examples of the content signs used in this advert are;
old sporting equipment - to show the purpose and theme of the advert
trophies - to show the passion and nostalgia for the plot
garage/house - to show the wealth/class of the character, so the viewers know what kind of customers they are applying/promoting to.
- Sounds: Diegetic and Non-diegetic
The sound track throughout the whole advertisement was a piano version of the old theme tune from a sporting program that used to give on TV. This is used to show old representation of sport in his mind.
- Mise-en-scene: What colours, props and settings are used? Why?
Colours - The colours used in the advert are dull and gloomy colours to show upset and nostalgia as the man is reminiscing about his old memories, then at the end, the scene lights up as the garage door opens, showing his new kit, which represents light and optimism or happiness.
Props - The props used in the advert are old sporting gear and equipment like bikes and broken tennis racquets to show the variety of sports that the character used to play in the past. It also shows dusty old awards and trophies to show the achievements and passion for it.
Settings - The whole advert is set in a garage to show that it is part of a middle class family/person and the garage represents how the sport has been moved to one side physically and mentally, and as he is touching and discovering all of the equipment again, its as if he is mentally re-living and exploring his old passions.
- Camera shots:What shots are used and why?
Some camera shots used in the advert are;
long shot of the house - to show and represent the wealth or class of the character
close up shots of the old sports equipment - to focus on how worn out and old the equipment has become
Mid shot of the old kit - to show it from the point of view of the character and to get it focusing on the kit only (not showing surrounding scenery as it would in a long shot)
- Advertising techniques: what techniques are used and why?
Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed.
This advert uses emotional response by using camera shots to zoom into the emotions that the character portrays, it also uses music and colour to help set the mood and tone of sadness and reminiscence.
Music: Music is a effective way of setting the mood within a advertisement because it help to portray the message using sounds, jingles, music tracks, etc. This advert uses music to help relate to the plot of the advert and to help set the tone and emotion of the video.
3rd advert: Visit California 2012 - Misconceptions
- Product: What's being advertised?
The country, California is being advertised as a whole for tourist attractions and holiday spots.
- Plot: What happens in the ad?
Throughout the advert, it shows celebrities from California talking about stereotypes and misconceptions of people who live in the country. The scenes show different scenery/settings of California and move in sequence according to the script of what is being said. For example, one person says "we are not all skiers" and a skier appears saying "we are not all rock-stars", etc.
- Target audience: Who will buy the product?
The target audience is aimed at anybody who wish to go on holiday, but it is mainly aimed at ages of 20+ as it shows activities and celebrities which would be recognized of around this psychographic group.
- Content signs: Signifer and what is signified
The main content signs that are used in the advertisement are focused on the settings/backgrounds/scenery to help signify the message that the company is trying to get across to the viewer.
The signifiers or settings are various places to help appeal to all members of the target population fro example, disneyland resort for children, hot beaches for people who prefer the warmer climate, holiday villas for the higher class markets, ski resorts for adventurous people, musical stadiums/theatres for people who like creative/performing arts, etc.
- Sounds: Diegetic and Non-diegetic
Diegetic: The actors/celebrities talking in the advert to inform the customers/viewers
Non-diegetic: Upbeat and jaunty music to make the listener feel happy and entertained by the advert.
- Mise-en-scene: What colours, props and settings are used? Why?
Light warm sunny colours - represent its hot climate and the happiness of being in California.
Props used - Quantum Physics book in Kim Kardashian's hand to represent "misconceptions" and the golf cart with a moving fake background to unveil the true "California".
Settings - Various places in California e.g. a hotel villa to represent relaxing, a seaside pier to represent the beaches, Disneyland background to help appeal to the younger generation, etc.
- Camera shots:What shots are used and why?
High angle shots - to show the scenery and focus on the settings of California
Mid shots - focus on the celebrity to show "famous faces" (recognition)
Long shot - to show on whats happening in the scene and to give the audience the "bigger picture".
Advertising techniques: what techniques are used and why?
Ideal social groups: Ideal social groups is a strategy which helps create a ideology in the minds of consumers, which is that is you buy/use the product/service being advertised, you will be part of a perfect social group. This advert uses the technique of ideal social groups to help different audiences find the suitable setting or activity that appeals to them in California.
Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it. This advert uses the amazing product technique to persuade people to "Visit California".
Selective editing: Selective editing is a strategy used by advertisement creators to edit the footage filmed according to the message they wish to portray. They usually use clips that show the product in it's best form. This is to show the audience how well the product works.
This advert shows proof of using selective editing because they have used the scenes and clips that are the most effective in terms of persuading the customers to visit California.
Celebrity endorsement: The use of celebrity endorsements is an effective technique of persuading and attracting customers to a product or service because it attracts a larger fan base and the use of a celebrity will make the "model" more recognizable.
The Visit California advert uses celebrity endorsements effectively to appeal to all types of customers who share the same interests or are fans of big names. This is a good way of attracting customers as they are aware of the characters, so they feel familiarized with the product that it trying to be sold.
In this blog post, I am going to analyse three seasonal advertisements. The areas of the adverts that I am going to look at are;
- Product: What's being advertised?
- Plot: What happens in the ad?
- Target audience: Who will buy the product?
- Content signs: Signifer and what is signified
- Sounds: Diegetic and Non-diegetic
- Mise-en-scene: What colours, props and settings are used? Why?
- Camera shots:What shots are used and why?
- Advertising techniques: what techniques are used and why?
- Product: What's being advertised?
The IKEA company and products - Furniture and storage equipment for spring cleaning.
- Plot: What happens in the ad?
A couple try to get hold of each other, but they are restricted because of all of the junk in the room which is holding them back. So in frustration and determination, they clear up the house super fast and find each other again in the cleanliness.
- Target audience: Who will buy the product?
The target audience would be aimed at home owners, preferably the younger and more stylish market and university students. around the ages 19+.
- Content signs: Signifer and what is signified
shoes and jewellery accessories - represent the female side of the room and the mess
books, movies, DVDs and CDs - represents they are a young couple or students as they are up to date on the latest entertainment media (music and movies).
Piano - signifys love as it is usually a romantic instrument and quite old and gloomy tones are played which helps to set the mood.
- Sounds: Diegetic and Non-diegetic
Non-diegetic sound track. Young/indie style music to help represent to the target audience. The lyrics of the song also relate to the plot and story of the advertisement.
- Mise-en-scene: What colours, props and settings are used? Why?
Colours - the colour scheme first started out all dark and gloomy to represent cold, unclean, upset, loneliness and after it is cleaned, it is clear, white and light to represent cleanliness, inviting, pure and optimism/happiness.
Props - The props used in the advert are all household items to help set the scene of a young couples home and storage/furniture products from IKEA to endorse it within the advertisement.
Settings - The advert is set in a home to show the main target place for IKEA products. The advert aslo makes the house as a maze of clutter to help represent that they are lost.
- Camera shots:What shots are used and why?
Close up shots - on the characters faces to show emotions and on the products to help fit them in the frame.
Birds eye view - an overview shot to show the whole scene and size of the maze/mess.
Mid shots - to show how the characters are cleaning at frantic speed. Mid shot is used to fit the character, actions and emotions in the scene.
- Advertising techniques: what techniques are used and why?
Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it. This advert uses this technique by showing how good and innovative IKEA's products are as they are tidying, to help promote the products within the advert.
Music: Music is a effective way of setting the mood within a advertisement because it help to portray the message using sounds, jingles, music tracks, etc. Music is used within the advert to help portray the message of the plot and to help show the message of story.
Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed. This advert uses the emotional response to help show the feelings of the characters to make the plot more effective.
2nd advert: John Lewis - Old fitness equipment
The John Lewis company and the new initiative that they are doing for the new year using social media networks (Twitter). #NewYearNewStart. The initiative says (according to the advert) that if customers swap their old kit, they will exchange it for a new one.
- Plot: What happens in the ad?
In this advert, it starts off with a middle class man opening his garage door using a remote control. He walks in and starts to look and fiddle with his old sports equipment and trophies, showing that he is reminiscing his old hobbies and sports.
Then the camera focuses on his old sports kit and changes to him having a brand new one. This shows that he gets a sense of pride, which motivates him into getting back into shape and carry out his old sport activities.
- Target audience: Who will buy the product?
The target audience is focusing on middle/higher class audiences by representing the character with money and materials that gave him a succesful sporting past. The audience focuses on males, but can appeal to women too with a interest on sport/exercise/health or fitness. The age range would be around 25-60.
- Content signs: Signifer and what is signified
A few examples of the content signs used in this advert are;
old sporting equipment - to show the purpose and theme of the advert
trophies - to show the passion and nostalgia for the plot
garage/house - to show the wealth/class of the character, so the viewers know what kind of customers they are applying/promoting to.
- Sounds: Diegetic and Non-diegetic
The sound track throughout the whole advertisement was a piano version of the old theme tune from a sporting program that used to give on TV. This is used to show old representation of sport in his mind.
- Mise-en-scene: What colours, props and settings are used? Why?
Colours - The colours used in the advert are dull and gloomy colours to show upset and nostalgia as the man is reminiscing about his old memories, then at the end, the scene lights up as the garage door opens, showing his new kit, which represents light and optimism or happiness.
Props - The props used in the advert are old sporting gear and equipment like bikes and broken tennis racquets to show the variety of sports that the character used to play in the past. It also shows dusty old awards and trophies to show the achievements and passion for it.
Settings - The whole advert is set in a garage to show that it is part of a middle class family/person and the garage represents how the sport has been moved to one side physically and mentally, and as he is touching and discovering all of the equipment again, its as if he is mentally re-living and exploring his old passions.
- Camera shots:What shots are used and why?
Some camera shots used in the advert are;
long shot of the house - to show and represent the wealth or class of the character
close up shots of the old sports equipment - to focus on how worn out and old the equipment has become
Mid shot of the old kit - to show it from the point of view of the character and to get it focusing on the kit only (not showing surrounding scenery as it would in a long shot)
- Advertising techniques: what techniques are used and why?
Emotional response: emotional response help get in touch with the audience on a empathetic sense. By making the audience drawn into the advert using emotions, they are allowing you to embrace within the ambience/message that is being portrayed.
This advert uses emotional response by using camera shots to zoom into the emotions that the character portrays, it also uses music and colour to help set the mood and tone of sadness and reminiscence.
Music: Music is a effective way of setting the mood within a advertisement because it help to portray the message using sounds, jingles, music tracks, etc. This advert uses music to help relate to the plot of the advert and to help set the tone and emotion of the video.
3rd advert: Visit California 2012 - Misconceptions
The country, California is being advertised as a whole for tourist attractions and holiday spots.
- Plot: What happens in the ad?
Throughout the advert, it shows celebrities from California talking about stereotypes and misconceptions of people who live in the country. The scenes show different scenery/settings of California and move in sequence according to the script of what is being said. For example, one person says "we are not all skiers" and a skier appears saying "we are not all rock-stars", etc.
- Target audience: Who will buy the product?
The target audience is aimed at anybody who wish to go on holiday, but it is mainly aimed at ages of 20+ as it shows activities and celebrities which would be recognized of around this psychographic group.
- Content signs: Signifer and what is signified
The main content signs that are used in the advertisement are focused on the settings/backgrounds/scenery to help signify the message that the company is trying to get across to the viewer.
The signifiers or settings are various places to help appeal to all members of the target population fro example, disneyland resort for children, hot beaches for people who prefer the warmer climate, holiday villas for the higher class markets, ski resorts for adventurous people, musical stadiums/theatres for people who like creative/performing arts, etc.
- Sounds: Diegetic and Non-diegetic
Diegetic: The actors/celebrities talking in the advert to inform the customers/viewers
Non-diegetic: Upbeat and jaunty music to make the listener feel happy and entertained by the advert.
- Mise-en-scene: What colours, props and settings are used? Why?
Light warm sunny colours - represent its hot climate and the happiness of being in California.
Props used - Quantum Physics book in Kim Kardashian's hand to represent "misconceptions" and the golf cart with a moving fake background to unveil the true "California".
Settings - Various places in California e.g. a hotel villa to represent relaxing, a seaside pier to represent the beaches, Disneyland background to help appeal to the younger generation, etc.
- Camera shots:What shots are used and why?
High angle shots - to show the scenery and focus on the settings of California
Mid shots - focus on the celebrity to show "famous faces" (recognition)
Long shot - to show on whats happening in the scene and to give the audience the "bigger picture".
Advertising techniques: what techniques are used and why?
Ideal social groups: Ideal social groups is a strategy which helps create a ideology in the minds of consumers, which is that is you buy/use the product/service being advertised, you will be part of a perfect social group. This advert uses the technique of ideal social groups to help different audiences find the suitable setting or activity that appeals to them in California.
Amazing products/services: By showing that the product/service (that the advert is based on) is amazing and works efficiently is so customers would be more persuaded to purchase it. This advert uses the amazing product technique to persuade people to "Visit California".
Selective editing: Selective editing is a strategy used by advertisement creators to edit the footage filmed according to the message they wish to portray. They usually use clips that show the product in it's best form. This is to show the audience how well the product works.
This advert shows proof of using selective editing because they have used the scenes and clips that are the most effective in terms of persuading the customers to visit California.
Celebrity endorsement: The use of celebrity endorsements is an effective technique of persuading and attracting customers to a product or service because it attracts a larger fan base and the use of a celebrity will make the "model" more recognizable.
The Visit California advert uses celebrity endorsements effectively to appeal to all types of customers who share the same interests or are fans of big names. This is a good way of attracting customers as they are aware of the characters, so they feel familiarized with the product that it trying to be sold.
Monday, 28 January 2013
Seasonality
Introduction:
In this blogpost, I am going to be talking about the seasonality of adverts. Seasonalty means what type of adverts we see at certain times of the year based on festivals and seasons on the culture and weather of a country.
Questions:
1. What months do you think viewing figures will be the highest and why?
September - November because of the colder months, more people are opting to stay in, which means viewing figures are higher. This means that it is more expensive for adverts to be presented at this time as there are more in demand and for the build up Christmas makes it more effective.
2. how much television daily dopeople watch on average in the winter?
Approximately 4 hours and 2 minutes.
3. which months do you think will have the lowest viewing figure and why?
June to August because of the summer time, more people are out and about and less people are watching TV.
4. complete the following table for each month, stating what you think the season event could be, and what products are more likely to be advertised and sold in that month.
List any other seasonal products: Olympics, World cup, Queens jubille
In this blogpost, I am going to be talking about the seasonality of adverts. Seasonalty means what type of adverts we see at certain times of the year based on festivals and seasons on the culture and weather of a country.
Questions:
1. What months do you think viewing figures will be the highest and why?
September - November because of the colder months, more people are opting to stay in, which means viewing figures are higher. This means that it is more expensive for adverts to be presented at this time as there are more in demand and for the build up Christmas makes it more effective.
2. how much television daily dopeople watch on average in the winter?
Approximately 4 hours and 2 minutes.
3. which months do you think will have the lowest viewing figure and why?
June to August because of the summer time, more people are out and about and less people are watching TV.
4. complete the following table for each month, stating what you think the season event could be, and what products are more likely to be advertised and sold in that month.
List any other seasonal products: Olympics, World cup, Queens jubille
Monday, 14 January 2013
BARB
Introduction
This blogpost will focus on the activities of the BARB and include information on the questions we answered in class.
Questions
1. What does the BARB stand for and what do they do?
BARB stands for Broadcasters Audiene Research Board. And they monitor and are the official source for television ratings. They are considered the most up to date and best company in the world for collecting television viewing statistics.
2. Is the data they provide up to date?
The data that they provide is up to date as they constantly update their data every minute, providing their subsribers the most up to date information and statistics.
"Each day at 9.30am the data are released to the TV industry as overnight viewing figures. Eight days later, consolidated audience figures are released, incorporating any timeshift viewing from the previous seven days. In both cases this minute by minute viewing information can be matched to the programme and advertising schedule to give viewing estimates for every programme and commercial that has been broadcast."
3. Is the BARB considered biased or unbiased in the data they provide? How do you know this?
The BARB is considered unbiased in the data they provide because they use a carefully selected panel of television screens which collect information based on different demographics. This makes it unbiased because it will give a more equal estimate on the ratio of audiences on the UK. I also know that the BARB is considered unbiased because it is a non-profit organisation, so they have no specific aim or goal to please and it is supported and sonsered by all channels to give a unbiased result by not favouring channels or programmes.
4. How do they get their official viewing figures for UK television audiences?
The Broadcasters’ Audience Research Board (BARB) provides official viewing figures for UK television audiences. It commissions specialist research companies Ipsos MORI, Kantar Media and RSMB to collect data that represent the television viewing behaviour of the UK’s 26 million TV households.
5. How many households are there with TV's in the UK?
Within the UK, there are approximately 26 million TV households with TV licenses.
6. Why do TV companies and advertisers want to know the viewing figures that BARB can provide?
TV companies and advertisers are interested in the viewing figures that BARB can provide because the information is vital in assessing programs and to create a basis for airtime advertising trading.
7. Is data collected from every household in the country or is there a ratio?
The data is collected according to a ratio. the ratio is on 1:5000 households.
8. How do the households that are monitored have their data collected?
The households that are monitored have their data collected by;
"In every panel household, all television viewing is monitored automatically by special metering equipment installed by Kantar Media. Included in this process is viewing of recorded programmes that are watched within seven days of the original broadcast; this is referred to as timeshift viewing. More than 30,000 viewing devices are monitored across the panel of over 5,100 homes, including PVRs, DVDRs and VCRs, as well as standard set-top boxes.
Residents and guests in a panel home register their presence in a room containing a television set that is switched on, which is the BARB definition of television viewing. They then deregister when leaving the room. In this way, the meter records all viewing by every person in the household aged 4+, adding individual demographic information to the overall viewing data. This information is uploaded automatically to BARB every morning between 2am and 6am where it is processed to apply various statistical adjustments. "
BARB (broadcasters audience research board)
"BARB viewing data give broadcasters, advertisers and other interested parties a minute by minute breakdown of viewing at regional and national levels. This information is vital in assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading.
In order to estimate viewing patterns across all TV households, a carefully selected panel of private homes is recruited. Each home on the panel represents, on average, about 5,000 TV homes. These panel homes are drawn from a household sample that is designed by RSMB to remain representative of all television households across the UK. This means it always encompasses the full range of demographic and TV reception variations, amongst other variables, that are found across the country and in different ITV and BBC regions." (7)
(Reflection) I feel that this method of gathering data may be unreliable as it gathers averages of information and it interprets data on a estimate of other households. This data is not accurate because other households may not be according to their listings and they are going to be generating mis-interpretting data.
Example of a rating sheet from the BARB:
This blogpost will focus on the activities of the BARB and include information on the questions we answered in class.
Questions
1. What does the BARB stand for and what do they do?
BARB stands for Broadcasters Audiene Research Board. And they monitor and are the official source for television ratings. They are considered the most up to date and best company in the world for collecting television viewing statistics.
2. Is the data they provide up to date?
The data that they provide is up to date as they constantly update their data every minute, providing their subsribers the most up to date information and statistics.
"Each day at 9.30am the data are released to the TV industry as overnight viewing figures. Eight days later, consolidated audience figures are released, incorporating any timeshift viewing from the previous seven days. In both cases this minute by minute viewing information can be matched to the programme and advertising schedule to give viewing estimates for every programme and commercial that has been broadcast."
3. Is the BARB considered biased or unbiased in the data they provide? How do you know this?
The BARB is considered unbiased in the data they provide because they use a carefully selected panel of television screens which collect information based on different demographics. This makes it unbiased because it will give a more equal estimate on the ratio of audiences on the UK. I also know that the BARB is considered unbiased because it is a non-profit organisation, so they have no specific aim or goal to please and it is supported and sonsered by all channels to give a unbiased result by not favouring channels or programmes.
4. How do they get their official viewing figures for UK television audiences?
The Broadcasters’ Audience Research Board (BARB) provides official viewing figures for UK television audiences. It commissions specialist research companies Ipsos MORI, Kantar Media and RSMB to collect data that represent the television viewing behaviour of the UK’s 26 million TV households.
5. How many households are there with TV's in the UK?
Within the UK, there are approximately 26 million TV households with TV licenses.
6. Why do TV companies and advertisers want to know the viewing figures that BARB can provide?
TV companies and advertisers are interested in the viewing figures that BARB can provide because the information is vital in assessing programs and to create a basis for airtime advertising trading.
7. Is data collected from every household in the country or is there a ratio?
The data is collected according to a ratio. the ratio is on 1:5000 households.
8. How do the households that are monitored have their data collected?
The households that are monitored have their data collected by;
"In every panel household, all television viewing is monitored automatically by special metering equipment installed by Kantar Media. Included in this process is viewing of recorded programmes that are watched within seven days of the original broadcast; this is referred to as timeshift viewing. More than 30,000 viewing devices are monitored across the panel of over 5,100 homes, including PVRs, DVDRs and VCRs, as well as standard set-top boxes.
Residents and guests in a panel home register their presence in a room containing a television set that is switched on, which is the BARB definition of television viewing. They then deregister when leaving the room. In this way, the meter records all viewing by every person in the household aged 4+, adding individual demographic information to the overall viewing data. This information is uploaded automatically to BARB every morning between 2am and 6am where it is processed to apply various statistical adjustments. "
BARB (broadcasters audience research board)
PAST BLOG POST INFORMATION
"The Broadcasters' Audience Research Board (BARB) is the organisation that compiles audience measurement and television ratings in the United Kingdom. It was created to replace a previous system, where the BBC and ITV companies compiled their own ratings, JICTAR. It is owned by the BBC, the ITV companies, Channel 4, Channel 5, BSkyB and the Institute of Practitioners in Advertising. Participating viewers have a box on top of their TV which tracks the programmes they watch."(6)Example of a rating sheet from the BARB:
This rating sheet shows the data collected on the ratings from March 2000 to July 2008 for the channels ITV 2, ITV 3 and CITV. It showed in which weeks did the viewings of the channel peak at. This table is a overview example of ratings, subscribers can get more indepth informatio for channels and programs which are up to date up to the minute.
Bibliography
www.barb.co.uk (14/01/2012)
Monday, 17 December 2012
Audience measurement and data companies
Introduction
In this blogpost, I am going to look at media companies which collect and measure the number of ratings, views, sales, subscriptions, etc from audiences (viewers, readers, listeners).
Why would you measure audience views?
The purpose of measuring audience ratings is to gather data on how many people are watching a program or channel to get a estimate on the viewing retention rate on seeing how popular it is.
Also the purpose of gathering audience views find out who is watchin the programs so they can create psychographic profiles to ensure that they are appealing to the right audience as well as making sure they are following television and advertising standards and legislations.
My reflection
I feel the purpose of gathering audience ratings and measurements is effective as it allows broadcasters and advertisers to gather data to ensure that their programs are effective in attracting customers as well as appealing to their interests.
Although companies have different ways of measuring audience ratings, I feel some of the methods are not as effective because it is not reliable. The information may not be reliable because you cant gather how many people are watching the program, there may be more than 1 person per tv set. Also they only gather a average as most tv sets/households are not recorded in their listings.
NRS (national readership survey)
"What we do: overview
"The National Readership Survey is a joint venture company in the UK between the Institute of Practitioners in Advertising (IPA), the Newspaper Publishers Association (NPA) and the Periodical Publishers Association (PPA). It provides audience research for print advertising trading in the UK. The survey covers over 250 of Britain's major newspapers and magazines, showing the size and nature of the audiences they achieve. It classifies audiences in a number of ways, one of which is the NRS social grade." (3)
(Reflection) I feel that the method on how the NRS collect information may be reliable as they are gathering and conducting their own primary research. This is much more efficent as they are gathering data manually, and on a larger scale/estimate than the BARB. The only problem which may occur is that as the company collects data manually, it is more susceptable to human error and when reverting the data to computer graphs, mistakes may occur.
TGI (target group index)
"TGI enables:
"TGI or (Target Group Index) is the longest established single source marketing and media survey in Britain and was established by BMRB in 1969. TGI has since expanded into over 60 countries with over 700,000 people being interviewed every year.
In Britain, TGI collects information from a representative sample of around 25,000 adults annually, the data is released quarterly. The survey asks questions covering consumer attitudes, motivations, media habits and purchase behaviour. TGI is a single source survey meaning respondents have to fill out the entire questionnaire, covering all question areas." (5)
BARB (broadcasters audience research board)
"The Broadcasters' Audience Research Board (BARB) is the organisation that compiles audience measurement and television ratings in the United Kingdom. It was created to replace a previous system, where the BBC and ITV companies compiled their own ratings, JICTAR. It is owned by the BBC, the ITV companies, Channel 4, Channel 5, BSkyB and the Institute of Practitioners in Advertising. Participating viewers have a box on top of their TV which tracks the programmes they watch."(6)
"BARB viewing data give broadcasters, advertisers and other interested parties a minute by minute breakdown of viewing at regional and national levels. This information is vital in assessing how programmes, channels or advertising campaigns have performed and provides the basis for airtime advertising trading.
In order to estimate viewing patterns across all TV households, a carefully selected panel of private homes is recruited. Each home on the panel represents, on average, about 5,000 TV homes. These panel homes are drawn from a household sample that is designed by RSMB to remain representative of all television households across the UK. This means it always encompasses the full range of demographic and TV reception variations, amongst other variables, that are found across the country and in different ITV and BBC regions." (7)
(Reflection) I feel that this method of gathering data may be unreliable as it gathers averages of information and it interprets data on a estimate of other households. This data is not accurate because other households may not be according to their listings and they are going to be generating mis-interpretting data.
Example of a rating sheet from the BARB:
Prezi presentation
This prezi was created before by myself and other class members. I decided to include it as it has relevent information for this blogpost.
This Prezi contains information on Audience Research. It includes the companies, the ARA (Audience Research & Analysis), the BARB (Broadcasters Audience Research Board), the RAJAR (Radio Joint Audience Research Ltd) and the POSTAR (Poster Audience Research).
Bibliography
http://www.thinkbox.tv/server/show/nav.836 (17/12/2012)
http://en.wikipedia.org/wiki/Audience_measurement (17/12/2012)
(1) http://www.nrs.co.uk/purpose.html (17/12/2012)
(2) http://www.nrs.co.uk/interview.html (17/12/2012)
(3) http://en.wikipedia.org/wiki/National_Readership_Survey (17/12/2012)
(4) http://kantarmedia-tgigb.com/ (17/12/2012)
(5) http://en.wikipedia.org/wiki/Target_Group_Index (17/12/2012)
(6) http://en.wikipedia.org/wiki/Broadcasters%27_Audience_Research_Board (17/12/2012)
(7) http://www.barb.co.uk/resources/reference-documents/how-we-do-what-we-do (17/12/2012)
NRS (national readership survey)
"The National Readership Survey provides the most authoritative and valued audience research in use for print advertising trading in the UK.
The survey covers over 250 of Britain's major newspapers and magazines, showing the size and nature of the audiences they achieve.
In a dynamic and changing digital media age, NRS will strive to evolve partnerships with the leading digital data sources providing a clearer vision of the combined total audience future." (1)
"What we do: overview
- A continuous survey, 12 months of the year, 7 days a week
- A large sample: 36,000 interviews a year with adults aged 15+ per year
- A random sample: interviews only conducted at randomly selected addresses with randomly selected individuals
- Interviews conducted in respondent's own home
- The average interview takes 27 minutes
- Respondents asked about their readership of a list of newspapers, newspaper supplements and magazines, as well as information about themselves " (2)
"The National Readership Survey is a joint venture company in the UK between the Institute of Practitioners in Advertising (IPA), the Newspaper Publishers Association (NPA) and the Periodical Publishers Association (PPA). It provides audience research for print advertising trading in the UK. The survey covers over 250 of Britain's major newspapers and magazines, showing the size and nature of the audiences they achieve. It classifies audiences in a number of ways, one of which is the NRS social grade." (3)
(Reflection) I feel that the method on how the NRS collect information may be reliable as they are gathering and conducting their own primary research. This is much more efficent as they are gathering data manually, and on a larger scale/estimate than the BARB. The only problem which may occur is that as the company collects data manually, it is more susceptable to human error and when reverting the data to computer graphs, mistakes may occur.
TGI (target group index)
"TGI enables:
- Understanding of consumer attitudes, motivations, and behaviour
- Comprehensive market segmentation
- Accountability in marketing and communication strategies
Established in 1969, TGI sits at the very heart of the media industry, both in Great Britain and over 60 markets across the globe. What makes TGI such an indispensable tool for media owners, agencies and brand owners alike is the depth and breadth of what it reveals about consumer choices.
There are three key elements to this which together inform all principal parts of the marketing and planning mix, from initial target investigation to executing the final campaign. They are the Who, Why and How of consumer understanding." (4)
In Britain, TGI collects information from a representative sample of around 25,000 adults annually, the data is released quarterly. The survey asks questions covering consumer attitudes, motivations, media habits and purchase behaviour. TGI is a single source survey meaning respondents have to fill out the entire questionnaire, covering all question areas." (5)
(Reflection) The TGI is a important company in terms of media/audience research as it helps companies to gather information on psychographic profiles to ensure that they can create the right programs/channels at the appropriate times. They also carry out primary research all year round, which means they gather constantly updated data on customers.
Example of a rating sheet from the BARB:
This Prezi contains information on Audience Research. It includes the companies, the ARA (Audience Research & Analysis), the BARB (Broadcasters Audience Research Board), the RAJAR (Radio Joint Audience Research Ltd) and the POSTAR (Poster Audience Research).
(1) http://www.nrs.co.uk/purpose.html (17/12/2012)
(2) http://www.nrs.co.uk/interview.html (17/12/2012)
(3) http://en.wikipedia.org/wiki/National_Readership_Survey (17/12/2012)
(4) http://kantarmedia-tgigb.com/ (17/12/2012)
(5) http://en.wikipedia.org/wiki/Target_Group_Index (17/12/2012)
(6) http://en.wikipedia.org/wiki/Broadcasters%27_Audience_Research_Board (17/12/2012)
Sunday, 16 December 2012
Psychographics in terms of Television
Introduction
In this blogpost, I am going to explain what are psychographics and the different audience psychographic profiles according to thinkbox.com.
What are Psychographics?
"Psychographics is the study of personality, values, attitudes, interests, and lifestyles". In terms of media, it is the type or category of customers that companies target to aim their advertisements at.
The study of psychographics is linked to the type of audience as it helps advertisers create a "psychographic profile" to help them target the interests and thoughts of the target market.
Reflecting on the idea of psychographics, I think its a good way of targeting and segmenting the ideological audience you wish to focus your advertisements on because it helps to engage with them by finding out what is in their interests and what would gain their attention.
Audience psychographic profiles - Thinkbox.tv
In this blogpost, I am going to explain what are psychographics and the different audience psychographic profiles according to thinkbox.com.
What are Psychographics?
"Psychographics is the study of personality, values, attitudes, interests, and lifestyles". In terms of media, it is the type or category of customers that companies target to aim their advertisements at.
The study of psychographics is linked to the type of audience as it helps advertisers create a "psychographic profile" to help them target the interests and thoughts of the target market.
Reflecting on the idea of psychographics, I think its a good way of targeting and segmenting the ideological audience you wish to focus your advertisements on because it helps to engage with them by finding out what is in their interests and what would gain their attention.
Audience psychographic profiles - Thinkbox.tv
- Men 16-34 - This is the most difficult psychographic profile to target as they dont spend as much time watching tv as women of the same age range. Majority of these men are not in a commited relationship (have a family) so the centre or their lives are their social lives and work/careers/education. The way to target this profile is to target sport, comedy, fitness, racing and "watercooler" (programs/channels after watershed timings) channels/programs.
- Men ABC1 - Men in this group are less likely to be separated or divorced than many other demographics with over two thirds married or cohabiting. This profile are more likely to be career-orientated and have a larger financial budget for entertainment/leisure mediums. Upmarket men love the idea of being able to access a barrage of channels and as a result, are very receptive to digital TV. They continue to take full advantage of its services, interacting with both programmes and ads alike and paying for content such as a sports and films.
- Men C2DE - Men in this bracket are more likely to be footloose and fancy free or to continue working after the birth of their children. As a result, their media habits generally remain more constant, irrespective of age. Although sport forms a sizable chunk of their TV viewing and their weekends are dominated by sporting events (particularly football, rugby and F1), they also watch a good range of other genres, including Films, general entertainment, reality and comedy.
- Men 55+ - The majority of men over the age of 55 are retired and therefore have significantly more free time than they did when they were younger. They have longer to spend on the things that they enjoy and this is reflected in their media consumption. Men of this age usually watch channels such as BBC 1 and 2 and documentary channels like, The Discovery Channel.
- Women 16-34 - By definition, young women have an incredibly broad set of media tastes and preferences. More than any other group, this is not just a matter of individual inclination but also life-stage. Compared to men of the same age group, young women generally consume more TV, with nearly half falling into the medium to heavy viewer categories.
- Women ABC1 - Upmarket women have a higher tendency to have children in the household and are more likely to be separated or divorced than their male counterparts. Women in this bracket value TV, although they don't rely on it or regard it as a pastime. This attitude is largely reflected in their tastes and habits. They are much more inclined to watch during late peak when the kids have gone to bed. Their favourites are E4, UKTV Style and Living rate alongside Channel 4, ITV and the BBC.
- Women C2DE - With over 11 million C2DE women currently living in the UK, this is one of the largest demographic audiences. It encompasses women from across the age spectrum, from young mums to retirees. ITV and Five rank amongst their favourite channels, although digital channels such as ITV2, E4 and Living TV also do well. Childrens channels such as Nickelodeon and Cartoon Network are also watched regularly reflecting the high amount of shared viewing between mums and children. Unsurprisingly, soaps, dramas and reality shows perform well against this audience
- Women 55+ - 55 may have been considered old a few decades ago, this is no longer the case as peoples attitudes are getting younger. With nearly 9 million women over the age of 55 living in the UK today, Mature women generally rely upon TV for information and entertainment. Generally, women in this age bracket are more time-rich than they were when they were younger as their children have grown up and moved on and they may not be in full-time work.
- Housewives with Children - Commercial channels are particularly well-received and account for two thirds of their viewing. ITV 2, Living TV, UKTV Style, E4 and the children's channels such as Nick Junior and Cartoon Network are amongst their favourites. Although housewives with kids have the same tendencies to watch in peak as other demographics, they also watch throughout the day, providing ample targeting opportunities.
- Children - They have complex social networks, formed both inside and outside the home through everything from school to online chat-rooms. They also soak-up new technology, compared to the rate of their parents. On average, children claim to watch nearly three hours of TV per day (mostly digital, as now have a wide range of watching different channels and programs from all around the world). For both boys and girls, music channels, children's channels, sport and film are the main drivers of viewing.
- Boys & TV - On the whole, boys claim to watch more TV than girls - 2.7 hours average per night, with a higher consumption of the digital channels. Although there is some variation by age, cartoons still rank highly with boys under the age of 12. As they hit their teen years, sports and music become the main focus. Nickelodeon, Cartoon Network and The Disney Channel remain firm favourites.
- Girls & TV - Girls claim to watch 2.4 hours of TV per day, although this increases as they mature and their tastes switch to a broader range of genres such as soaps and reality. Girls watch more terrestrial soaps and entertainment, particularly as they get older. Channels that are perferred by girls are BBC 1, ITV, Channel 4, ITV 2, MTV and E4.
Bibliography
http://www.thinkbox.tv/server/show/nav.914 (10/12/2012)
http://en.wikipedia.org/wiki/Psychographic (10/12/2012)
Saturday, 15 December 2012
Quantitative and qualitative research
Introduction
In this blog post, I am going to explain the difference in qualitative and quantitative research, provide examples and reflect upon the types of research by highlighting the advantages and disadvantages of the types of research.
What is qualitative research?
Quantitive research is not concerned with the why, but the ‘how many’, "who" and ‘what’.
(1) http://www.ehow.co.uk/info_8091178_advantages-disadvantages-qualitative-quantitative-research.html (15/12/2012)
http://samsia-research.blogspot.co.uk/2012/06/types-of-research-qualitative.html (15/12/2012)
http://samsia-research.blogspot.co.uk/2012/06/ao1-types-of-research-quantitative.html (15/12/2012)
In this blog post, I am going to explain the difference in qualitative and quantitative research, provide examples and reflect upon the types of research by highlighting the advantages and disadvantages of the types of research.
What is qualitative research?
Qualitative research is when you gather information in a more in-depth and explanatory way. this means you ask your target audience "open-ended" questions, which is when you allow the customers to give their opinion in a more detailed manner and they are able to have a choice on what they wish to write/respond. Qualitative data cannot be measured.
Qualitative research looks at more of the "Why" and "How" of information as well as the other factors (what, when, when). This is because the data that the researchers wish to collect must be more detailed and explore the reason behind the concepts.
Example of qualitative research
One example of qualitative research can be for marketing/advertising purposes. e.g. a restaurant chain could be launching a new menu which be launched at a "niche" target market.
By carrying out qualitative research on a small sample of the target group, the company could make sure that they launch the correct products and according to the tastes and demographics of the target market.
A few methods of qualitative research that they can carry out this context are;
- carry out taster sessions for signed up existing customers
- hand out free samples and get tasters to fill in a survey/questionnaire which asks open-ended questions
- offer the menu to a professional/experienced taster and input the responses in a review.
The advantages of qualitative research are;
- you can find a more in depth explanation and the reason of your target audiences choices. This will help to alter and edit the factors that may go wrong
- it may be more cheaper than quantitative research as it focuses on a small sample group and will not need as much equipment
- the participants are able to provide their own opinions through data.
The disadvantages of qualitative research are;
- it isn't measurable and you are not able to put the information into a statistical graph or chart
- you can't take assumption on a small group of the target market, as there may be other demographics which will affect the answer
- sometimes the open-ended responses are not truthful or fully answered as people may prefer to select options rather than write a sentence.
What is quantitative research?
Quantitative research is data which is in the form of numerical figures, statistics, ratios, etc. This is data that can be measured and gathered into a model/graph. Quantitative research usually asks the target audience questions which have choices (e.g. tick-boxes or multiple choice) and the answers are usually in figures or numerical form.
Quantitive research is not concerned with the why, but the ‘how many’, "who" and ‘what’.
Examples of quantitative research
One example of quantitative research can be for media purposes. e.g. a research group may be wishing to look at which type of media forms influence customers the most (e.g. social networking, internet, television, radio, etc).
They may wish to find this information so they can use the mediums to channel their advertising/promotional material. The forms or methods of quantitative research that they can carry out can be;
- questionnaires to the target audience stating numerical or choice questions. This will help gather personal data for the researcher and put their information into graphs and charts.
- they could find the information using secondary sources, e.g. internet, journals and books to help find information which has already been gathered
- a taster/sample session to help a small sample of customers try out different methods and to see which one sis the most effective/popular/occurring.
The advantages of quantitative research are;
- the data collected from quantitative research can be easily interpreted. This is because the data is in figure form, so the information can be gathered and converted into different factors (e.g. ratios, percentages, fractions, etc.)
- the data can be put into graphs and charts, which is an advantage because it can be easily read and downsized to help the data more "understandable".
- "Quantitative research can be used to test hypotheses in experiments because of its ability to measure data using statistics." (1)
The disadvantages of quantitative research are;
- the purpose and context of the research is ignored and it may not be clear to the interpreter of the finalised data.
- another disadvantage is that a large sample of the population must be studied; the larger the sample of people researched, the more statistically accurate the results will be.
- this also creates another disadvantage because that means quantitative research is more expensive, as more materials are needed.
(1) http://www.ehow.co.uk/info_8091178_advantages-disadvantages-qualitative-quantitative-research.html (15/12/2012)
http://samsia-research.blogspot.co.uk/2012/06/types-of-research-qualitative.html (15/12/2012)
http://samsia-research.blogspot.co.uk/2012/06/ao1-types-of-research-quantitative.html (15/12/2012)
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