Content  
 
Regulation  Bodies    
 
Audience  Information  
 
Sources  of  Information    
 

 
 
   
 

 

 

Regulation Bodies
 
The  ASA  stands  for  the  Advertising  Standards  Authority,    
Advertising  Standards  Authority  is  also  known  as  ASA.  The  ASA  control  all  kinds  or  forms  of  
advertising  across  the  UK.  There  are  committees  of  advertising  practice  they  write  and  apply  
the  advertising  codes.  But  mainly  ASA  normally  just  deal  with  complaints  from  people  
around  the  United  Kingdom  about  adverts.  The  complaints  that  are  sent  to  the  ASA  are  
telling  them  what  is  wrong  with  the  advert  and  how  they  believe  it  is  inappropriate.  If  lots  of  
complaints  come  in  quickly  about  the  same  advert  the  advert  will  be  taken  down  as  soon  as  
possible.  They  do  this  on  all  forms  of  media  mainly  in  the  television  sector  because  there  is  
so  many  adverts  that  are  shown  within  television  rather  than  on  the  internet,  because  the  
majority  of  people  watch  television.  The  ASA  and  what  they  do  is  very  important  because  
without  the  ASA  companies  could  falsely  advertise  their  products  and  they  could  badly  
influence  the  wrong  target  audience  for  a  selected  product.  On  television  and  radio  the  
rules  within  advertising  alcohol  has  very  restricted  rules  this  is  because  of  the  bad  effects  
from  alcohol.  Also  alcohol  adverts  are  banned  from  some  channels  on  television  this  is  
because  principally  alcohol  is  target  at  audiences  below  the  age  of  18.  An  example  of  an  
alcohol  advert  that  has  been  banned  from  being  viewed  publically  is  Budge  Brand  Ltd  t/a  
Premier  Estates  Wines.  The  reason  for  this  company  having  their  advert  banned  is  because  
it  presented  a  woman  in  a  degrading  manner,  this  is  a  serious  offense  to  women.  Also  it  is  
not  correct  to  link  alcohol  with  sexual  activity.  Another  example  of  a  banned  television  
advert  is  Diageo  Great  Britain  Ltd  t/a  Parrott  Bay,  this  was  an  advert  for  a  alcoholic  frozen  
cocktail  drink  featuring  a  colourful  parrot  in  a  tropical  setting.  The  behaviour  of  the  parrot  in  
the  advert  was  not  very  appropriate  and  its  behaviour  is  likely  to  appeal  strongly  towards  
children.    
 
Ofcom  is  the  communications  regulator  within  the  UK,  what  they  do  is  they  regulate  the  TV  
and  radio  sectors,  fixed  lined  telecoms,  postal  services,  mobiles  plus  the  airwaves  over  
which  wireless  devices  operate  in.  Ofcom  make  sure  that  people  in  the  UK  get  the  best  from  
their  communication  services,  and  so  they  are  protected  from  any  scams.  The  UK  especially  
has  a  wide  range  of  electronic  services  such  as  very  fast  broadband.  All  radio  stations  and  
televisions  are  provided  with  a  range  of  different  organisations.  People  within  the  UK  are  
protected  from  any  harmful  or  offensive  material  which  could  be  seen  on  the  television  or  
heard  on  the  radio.  Also  people  are  protected  from  being  treated  unfairly  on  the  television  
and  on  the  radio  by  such  as  having  any  privacy  invaded.  Anyone  that  is  viewing  anything  
form  on  demand  will  be  certainly  protected  from  any  harmful  content.  Ofcom  help  the  
television  and  radio  industry  more  in  place  and  putting  the  whole  industry  into  a  better  
structure.  It  would  not  be  a  very  stable  industry  if  Ofcom  weren’t  there  keeping  it  in  place.  
An  example  of  an  advert  that  has  been  banned  from  being  on  television  is  the  Skittles  
advert  which  was  taken  down  because  there  is  sexual  actions  taking  place  which  the  
audience  find  inappropriate.  

   
 

 

Audience Information
 
 
Audience  measurement  panels  is  measuring  how  many  people  are  in  the  audience,  it  is  
usually  television  viewership  and  radio  listenership,  but  other  forms  of  audiences  such  as  
magazines  and  newspapers  readerships.  All  of  the  viewers  are  analyzed  so  the  audience  
measuring  panels  can  determine  who  is  listening,  watching  or  reading  in  that  area.  This  is  so  
the  audience  measurements  panels  can  see  when  the  best  times  of  air  when  the  most  
amount  people  are  watching  television  or  listening  to  the  radio.    It  is  very  key  for  all  of  the  
audiences  to  measured  so  the  best  slots  to  advertisers  can  be  sold.  The  advertisers  can  find  
out  where  they  want  to  put  there  advert  on  broadcasted  television  so  they  can  choose  the  
slot  where  their  target  audience  is  most  likely  to  be.  Such  as  Coca  Cola  will  have  analyzed  
where  their  target  audience  will  be  per  say  it  could  be  teenagers  so  they  would  have  their  
advert  after  9  at  night  people  that  is  where  the  audience  panels  have  measures  them  being  
at.  The  benefits  of  having  the  audience  measurements  panels  is  that  it  allows  advertisers  to  
have  the  knowledge  to  know  when  the  best  time  advertise  their  advert.  Without  the  
audience  measurement  panels  there  would  be  no  structure  in  the  advertising  world,  for  
example  all  of  the  advert  target  audiences  wouldn’t  be  aimed  properly  because  there  would  
be  no  information  on  when  that  target  audience  will  be  watching  television.    
 
 
Ratings  within  the  advertising  community  are  very  important  because  they  evaluate  and  
assess  the  quality  and  the  quantity  of  the  advert.  It  is  very  important  to  have  ratings  
because  eit  holds  the  structure  of  advertising  because  otherwise  poor  quality  adverts  can  be  
put  onto  television  which  is  why  ratings  are  made  so  adverts  can  be  rated  to  see  if  they  
reach  the  quality  requirements  for  going  on  the  television.  It  helps  find  the  target  audiences  
a  lot  easier  because  if  the  adverts  are  rated  and  they  are  rated  at  a  good  quality  it  will  be  
easier  to  sell  to  the  target  audience.  The  benefits  of  having  ratings  is  it  allows  advertisers  to  
know  what  their  advert  is  rated  in  form  of  quality.  After  having  adverts  rated  it  will  help  the  
advertisers  to  find  their  target  audiences.    
 
 
Face-­‐to-­‐face  interviews  is  there  are  two  sides  to  a  conversation  whilst  the  interview  is  taking  
place.  These  types  of  interview  are  the  most  popular  and  old  form  of  data  collection.  It  is  a  
lot  more  reliable  than  any  other  source  of  data  because  everything  is  said  and  done  in  
person.  Most  respondents  re  most  likely  to  give  their  undivided  attention  when  an  interview  
is  present.  More  information  can  be  shared  in  face-­‐to-­‐face  interviews.  Although  in  the  
modern  day’s  face-­‐to-­‐face  interviews  are  becoming  less  popular  because  all  data  sources  
are  all  done  online  due  to  the  advanced  technology  breech.    
 
 
 
   
 

 

 
 
 
 
Focus  groups  are  a  form  of  qualitative  research  in  which  a  group  of  people  are  all  asked  
about  the  perceptions,  beliefs,  opinions,  and  their  attitudes  towards  the  service,  product,  
concept,  advertisement,  idea  or  packaging.  People  in  the  group  all  talk  to  each  other  sharing  
their  thoughts  and  giving  responses,  all  member  of  the  group  are  free  to  talk  to  other  group  
members.  This  will  help  all  of  the  advertisers  find  out  all  of  their  target  audiences  because  
more  and  more  people  are  giving  their  thoughts  and  putting  them  into  the  focus  groups,  
creating  good  responses  helping  the  advertisers.  Focus  groups  groups  are  very  beneficial  
because  it  is  like  a  face-­‐to-­‐face  interview  but  there  are  more  people  with  ideas  and  than  
means  more  responses  are  being  shared.    
 
 
Questionnaires  are  very  useful;  they  allow  the  advertisers  to  get  a  direct  answer  from  
people  giving  responses  to  the  questionnaire.  Questionnaires  are  a  research  instrument  
consisting  of  a  series  of  different  questions,  gathering  information  from  all  the  respondents.  
The  advertisers  will  then  receive  all  of  the  responses  and  they  will  be  analyzed  and  it  will  all  
be  taken  into  consideration.  Then  the  advertisers  have  the  ability  to  choose  what  they  want  
act  on  or  what  not  to  act  on.  Questionnaires  are  a  cheap  quick  way  to  get  quick  multiple  
responses  from  all  over  the  world  without  using  any  form  of  transport  because  it  is  all  done  
online.  An  example  of  a  questionnaire  website  is  ‘survey  monkey’,  where  questionnaires  can  
be  made  and  they  can  be  responded  to  as  well.  Programme  profiles  are  where  all  the  views  
to  a  channel,  channel  or  a  day  part  may  be  broken  down  across  a  single  variable  such  as  age  
or  class,  and  they  all  always  totaling  around  100  which  makes  finding  the  target  audiences  a  
lot  easier.    
 
Broadcasters’  Audience  Research  Board  referred  to  as  BARB  measures  the  television  
viewing  for  the  whole  of  the  UK.  So  all  of  the  broadcaster  and  the  advertisers  can  use  all  the  
information  that  BARB  have  collected  so  they  can  improve  their  campaign.  It  is  a  clear  and  
reliable  way  of  seeing  the  audience  measurement.  Also  having  BARB  makes  it  easier  for  the  
advertisers  to  find  their  target  audience  because  all  the  information  they  need  to  put  their  
advert  on  television  so  they  can  sell  it  to  the  correct  audience.  It  is  very  beneficial  for  the  
advertisers  and  the  broadcasters.  
 
Television  research  agencies  are  agencies  like  Ofcom  where  they  regulate  the  
advertisement  within  the  UK.  They  carry  out  research  into  the  market  which  we  regulate.  
These  agencies  help  the  advertisers  get  a  clearer  view  or  their  target  audience  because  it  is  
easier  for  them  to  put  on  television  air  at  the  right  time.  

 
 

   
 

 

 

Sources of Information
 
Rates  cards  are  a  basic  documents  containing  prices  and  descriptions  that  shows  how  much  
it  costs  to  advertise.  It  is  used  by  all  potential  advertisers  so  it  makes  it  easier  for  them  to  
find  out  how  much  an  advertising  slot  would  cost.  
 
Advertisers’  information  packs  provide  rates  cards,  insertion  dates,  publication  dates  etc.  
Also  all  of  the  information  needed  to  plan  the  advert.  There  are  two  different  types  of  
advertisers  information  packs  one  being  a  folder  or  a  package  that  provides  promotional  
material  and  associated  information  about  a  product,  firm  or  a  program.  The  other  
information  pack  contains  audience  statistics,  circulation  data  and  other  information  about  
advertising.  These  information  packs  are  very  especially  important  for  the  advertisers  
because  without  the  packs  the  advertising  community  would  not  be  running  at  the  good  
quality  standard  that  it  is  now.  
 
 
 
References    
 
http://www.ofcom.org.uk/  
https://en.wikipedia.org/wiki/Ofcom  
https://en.wikipedia.org/wiki/Focus_group  
https://www.asa.org.uk/?gclid=Cj0KEQiAjMC2BRC34oGKqY27jtkBEiQAwSXzfgSDMbXE0nM4
b10gqBgqvuBBjsrHBeIlwxFDXir70JUaAqRt8P8HAQ  
http://www.barb.co.uk/v  
       https://en.wikipedia.org/wiki/Main_Page