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Tuesday, 7 Feb 2012
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Target audience / television ratings (TVRs)

The cost varies by target audience and reflects its weight of television viewing. Audience delivery is measured in television ratings (TVRs).

A TVR is defined as the percentage of a particular audience that has seen a commercial break. Therefore, 10 adult TVRs means 10% of all adults saw the commercial break.

Each spot therefore has a value depending on the size of the audience and the demographic bought, for example, a spot in Coronation Street, delivering 21 TVRs, is worth 10 times that of a sot in This Morning delivering 2.1 TVRs.

TV: The Traded Currency

Television airtime campaigns normally target a specific audience.

For example, ABC1 (upmarket) adults or adults 16-34. People who watch a lot of TV, such as housewives and broad audiences, are usually cheaper to buy than ‘light viewers’ such as 16-34 men. This chart gives an illustration.

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