Television

Regulations
Booklet

Content

1)Regulation
- ASA
- Ofcom

2)Audience Information
-

Audience measurement panel

Rating
Face to face interview
Focus group
Questionnaires
Programme Profile
BARB

3)Sources of information
- Rates cards
- Advertisers information packs
- Agency website

Regulation

Media regulation is in charge of the mass media by the governments. It

regulates all sorts of media (radio, TV, films etc). In the UK, ASA and
Ofcom are Television Regulation who are responsible to make sure that
viewers in front of the TV are not affected by the media. This means any
harmful or inappropriate media being portrayed is removed.
Ofcom
http://www.ofcom.org.uk
Ofcom is an independent regulator of the UK. They regulates all types of
media, but they especially focus on TV. They ensure the people in the UK
are protected from cons from the media (eg: Advert). They keep unsafe
and misleading advert away from the media industry, they promote
honest advert that help.
What they do
Protect audience from treated unfairly in the media and any
harmful messages.
Provide high speed and quality in broadband
Take advices from compliance to ensure whether programme
should be presenting on TV (they need to check the Code)
ASA
https://www.asa.org.uk/About-ASA.aspx
The ASA stands for Advertising Standards Authority, it is the UK regulator
for advertisements in all sort of media (Eg: Radio, TV etc)
Their main role is to ensure adverts is honest and that the claims made by
the advert are true of the product and not exaggerated.
What they do
They remit covers printed media such as newspaper and magazine,
broadcast media, direct marketing, internet advert and sales
promotions when complaints are referring to them by the institute of
sale promotion
Use complaints procedure and if the complaints has merit (value)
then they will follow up with an investigation.
If the ASA find after the investigationto be real then they will contact
the relevant regulatory body such as The Office of Fair Trading or
Ofcom who will take action.

Audience Information
Audience measurement panel
Audience measurement panel is collecting data on people viewing habit in
the case of TV a box is added to homes in the programme and data is
send back to the collection company. Advertisers know who their target
audience because they are aiming their adverts at a certain demographic
and by using the data collected by an audience panel they can choose

when the best time is for the advert. It is very useful for the TV and Radio
industry as it provides accurate data on your audiences viewing habits.
Programme maker can use the information collected to judge the
popularity of their programme and radio channel to make decision
according. Such as if they run a pilot they can use the result to judge
whether its worth while running a series.
[http://www.nielsen.com/us/en/solutions/measurement/audience.html]
[http://www.barb.co.uk]
Rating
Rating can mean two things firstly it
could be giving a score on the
perceived quality of a TV or films
show, two commonly used rating
system are IMDB and Rotten
Tomato. This provides public
feedback on productions and
programmes although there is a strong tendency towards basis as its
public and open abuse or promotion. Secondly rating can also mean age
and content rating this means in the UK the BBFC ensure that audience
are provided information on the age and content suitability of TV shows on
DVD or video demand services such as Netflix or Amazon Prime video.
Face to face interview
Face to face interview is when an interviewer asks a series of questions to
the individual that is specific to the research. Using this method advertiser
are able to know who their target audience are because they can find out
how an age group reacts to the advert. Depending on the advert they may
interview more than one age group or other demographic factor such as
income level or gender. This has advantages over other methods as direct
questionings allows expanded responded and brings out addition
comments (Qualitative data). such as rating an advert from 1-5 for how
attractive it is 14-18 year olds, after the interviewee rates the advert, the
interview can ask them to expand on their rating answer. Also the
interviewer can have a better study of the attitude of the respondent
toward an advert or a product.
http://www.pcpmarketresearch.com/services/quantitative-research/faceto-face-interviewing
Focus Group
A focus group is when theres a group of people (usually in the amount of
5-10). Through the discussion researcher can ask question and generates
conversations which can bring out a wider range of answers from the
participants, also researchers can observe their behaviour and reaction
when a question is being asked. This is fairly useful for the advertiser to
know their target audience because not only can they rate proposal but
also new ideas make come out which can be included in the final
production. For example Apples advert can have a focus group with
young people to see what their impression is of the new iPhone and how it
might appeal to them also if theres anyway the advert could be
improved.

http://www.usability.gov/how-to-and-tools/methods/focus-groups.html
Questionnaires
Questionnaires is a collection of questions on a given topic, the
researcher will usually set questions with qualitative and quantitative
data. Using questionnaires helps the advertisers to do know who their
target audience are as in survey the first section is usually asks the
respondent age and gender, this allows the researchers to categorise the
respondents. Questionnaires is often used as it is straight forward to have
people to fill out it is also useful for marketing as it gathers peoples view
and opinion as well as statistics.
Programme Profile
http://televisioncampaign.co.uk/TVAudiences.aspx
Programme profile defines the target audience demographic, it is the
audience profile of any given programmes. The profile will show the likely
age, gender, economic and spending power position. Using this
information advertiser can target their advert and programme at the right
audience. The TV industry is funded in large part by its advertisers,
therefore accurate profiling improves the return of investment for the
advertiser.
Audiences can also be categorise using the registrar-generals social
classes which is now know as the social class bases on occupation. There
are six classes:
By having an understanding of the economic profile of the audience the
advertisers can aim their advert at the social class with the interest and
income to purchases their product

Broadcasters Audience Research Board (BARB)

http://www.barb.co.uk
BARB collects viewing data from TV programme, Chanel and
advertisings campaign by inserting a box on carefully selected
households that are representative of the UK population. Then they
also monitor internet viewing by installing a Software meters on to
laptops etc
They work actively with internet media provider as well as set-top
boxes to use metadata tags and hidden watermarks to further refine
viewing information. While the BARB can also provide minute by
minute viewing information, their main measurement is the
consolidated data which also includes catch up and on demand
viewing over 7 day periods and this is the data that is used in the UK
broadcasting and advertising.
BARB gives highly accurate information regarding TV viewing figures
so broadcasters can see the most effective time to show certain
programmes and advertisers can sue the same information to get
the greatest exposures for their advertisements.

Sources of Information
Rates cards
http://advertising.bbcworldwide.com/home/specs/tvratecards/bbcwo
rldnewsratecard
Rates cards is the advertising rates on a certain channel and is
usually broken down into slots of time where some periods of the
day would be more expensive than other such as peak time (in the
evening). In the case of BBC World Broadcast, their rate card also
reflects the destination country pricing. The exact figure paid by any
advertiser is negotiated with the broadcaster, the rate card serves
as a guide and large customers may get preferential treatment.
TV advertising agency
http://www.tvadvertising.co.uk
TV advertising agency is the UK independent company, where they
produce adverts and a range airtime to the TV station guaranteeing
an estimated audience number. They offer 3 generic packages
Bronze, Sliver and Gold with prices ranging from 20,000-50,000 as
well as custom deals. they will also work with individual programme
to organise a sponsorship deals such as Weetbix on ITV Mornings.