Marketing Communications

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Marketing Communications
Advertising Research

MEDIA VEHICLE AUDIENCE

MEDIA VEHICLE AUDIENCE is the number of people actually exposed to the vehicle at least once.

MAGAZINE AUDIENCES: the size of these audiences is measured by the pass-along studies. The intent
is to measure the total of the circulation of the magazine and all the people who read it when it is passed
along to them. The survey method is used in gathering data of this nature.

NEWSPAPER AUDIENCES: a newspaper reader is typically defined as someone who claims to have
read part of the newspaper in question on a given day. The survey method is also used in carrying out
his research.

TELEVISION AUDIENCES: television audience data are collected by four methods:-

1. Diary


2. Meters


3. Coincidental telephone recall


4. Personal interview recall.

In the Diary methods, viewers record the name of the shows that they watch and mail the diary back
to the research firm. The major advantage of diary is that it is relatively inexpensive while its major
disadvantages are that respondents may fail to record shows watched or forget what they watched or
even untruthfully record what shows they watched.

METER method was introduced by A.C. Nielsen an American research firm – the device is called
AUDIMETER, used for their network rating. The device is connected electronically to a computer and
records what the television is tuned to and it gives two major measures:

1. The share of households for a show – the percentage of television homes tuned to a network
   programme for at least six minutes


2. The share of audience – the number of homes watching a specific show over the total number
   of homes watching any programme at that time.

COINCIDENTAL TELEPHONE RECALL METHOD: a sample of households is telephoned and asked
what show is being watched at that time and asked to identify the sponsor or product being advertised.
Ratings are calculated on the percentage of homes watching a particular programme. This method’s
major advantage is that it is fast and inexpensive.