The Power of Television

Putting It All Together

If we take all of these terms we can explain how a campaign would be planned and measured:

A standard campaign would buy 100 TVR’s per week. Dependant on the time of year this is likely to consist of:

• 9 Daytime Spots;
   5 Peak spots;
   2 Night-time Spots;

• After a week this campaign would be expected to achieve 1+ coverage of 61%. If the universe is 1,000,000 adults this equates to 610,000 adults having seen the commercial one or more times;

If the campaign was buying 100 TVR’s across a four-week period then both the coverage and the frequency will increase. At the end of the four week period, the campaign would be expected to achieve the following:

• 400 TVRs (100 per week)
   1+ Cover 83% 
   4+ Cover 43%
   (source:  BARB/ SPC Aug ’03)

If any of these terms need further explanation, we will be happy to clarify them for you. As an advertiser we will provide you with post campaign analysis using the industry research supplied by BARB.