Before starting to produce a new advertising campaign clients and agencies in the advertising industry gather information on television ratings, programme profiles, rate cards and online advertisers information packs.
Information on television ratings can be found by BARB and there key strength is that they are able to find out the ratings of television shows to see which of those shows are likely to be very popular. So once BARB acknowledge the certain shows which are popular and then there objective is to decide which is the best slot to place the advert. Thus the whole information ratings is useful because it will allow the industry to have no or the least amount of things that could have been over sighted.
Secondly, programme profiles are a breakdown of who watches the programmes. It is useful to an advertiser because specific programmes can be targeted with any form of appropriate ads. For example an could be on before or after a show such as Downton Abbey, which is aimed at women who are fifty and over. Another example is of football for men.
Thirdly, rate cards are documents containing information about the costing spent to place an advertisement on television. A further point is that the rate for Coronation Street is much more expensive than a minority programme shown at an unsocial hour. As well as this due to the cost being a significant factor, there are tv advertising agencies that help with reaching out to the target audience. So it becomes useful for advertising companies to be recognised. These small advertising companies get there recognition by support being bought from services, to assist in having a sustainable growth through low costs.
Finally, there are many other online advertisers information packs but one website that I found is Channel4Sales. The information the website contains is the following; airtime, sponsorship, commercial development, content solutions, digital, news to tv and current campaigns whose ads would be shown. Airtime is when adverts get placed in between programmes, yet the least amount of time that the ads will be shown for is five seconds and the longest is a hundred and twenty seconds. This is useful as it allows for the audience to view a brand which has audio and visual to increase the awareness in as little time period. Sponsorship is a bit different from airtime as sponsorship makes a brand rise to fame instantly, therefore the usefulness of sponsoring is that the audience can feel as well as realise that their input was used in making the final outcome of the ad. In addition to get across the message of these advertising campaigns the sponsorship happens by live events, competition etc.
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