Topic 5:

Audience Concepts
 Coverage

Part 1: Circulation
Multimedia
Audience Concepts Vehicle Audience

Advertising Audience

Part 2: Average Audience Rating (AA)

Broadcast Media
Audience Concepts Total Audience Rating (TA)

Share of Audience
Topic 3: (HUTS/PUTS/PUR)
Audiences
Concepts Part 3: Reach & Frequency
Print Media
Average Issue Audience (AA)
Audience Concepts
Primary Audience

Pass Along Audience

Impressions
Part 4:
Internet Audience Click
Concepts
Visitors

Page views

Part 5: Conversation
Audience
Measurement
Concepts
 Part 1: • Advertising is placed in media in order to reach specific, defined target audiences in an environment that will
Multimedia enhance the message effect.
Audience
• Audience is sequentially generated by the consumer’s ability to see a medium, and then to see ads within it.
Concepts

Coverage (Potential
Audience)

• Coverage defines the audience that has an

opportunity to view, hear, or read a media
vehicle.
Circulation • Coverage is potential audience, not actual
(Potential Audience) audience.
• When a media sales representative talks about
his medium’s coverage, be aware that the term
Vehicle has different meanings for different media
Audience

Advertising
Audience
 Part 1:
Multimedia
Audience
Concepts

Broadcast Coverage refers to the geographic area capable of receiving a station’s signals

Coverage refers to the gross percentage of households in a geographic area

Newspapers
that gets the nnewspaper by subscription or by single copy sales.
Coverage (Potential
Audience) Magazine Coverage refers to the gross percentage of households in a geographic area
that gets the magazine by subscription or by single copy sales.

Outdoor/ billboard Circulation refers to the traffic passing by a location.

Circulation Print media

(Potential Audience) (magazine & Number of copies/distributed is their circulation
newspapers)

Vehicle
• Vehicle audience refers to the number of persons who are in the average audience of a media vehicle.
Audience (Potential • Advertisers hope that in the process of looking through a magazine or watching or listening to a
Audience)
program, their target audience will see & read their ads or commercials.

Advertising • Advertising audience is the number of persons (total or by demographic group) who were in the average
Audience vehicle audience & were exposed to the ad or commercial
(Mostly Unmeasured)
 Part 2:
Broadcast
Media
Audience Average Audience Rating (AA) Total Audience Rating (TA) Share of Audience
Concepts
A rating is the percentage of a defined TA are the cumulative Share of audience is each
universe (eg,households, children, or percentage of a universe that viewing/listening alternatives’
native americans) that is tuned to a watched or listened to some share of the total viewing or
program or station during a particular part of the program for at least listening universe at a given time.
time. In television and radio, the most 5 minutes.
cited rating is the average audience
rating.
 Part 2:
Broadcast Households/ Persons Using TV/ Radio (HUTS/PUTS/PUR)
Media
Audience Tv & radio viewing/listening levels vary by time of day, day of the
Concepts
week, and season of the year.
• Households using television (HUTS) is the percentage of
households watching TV at a given point in time.
• Person using television (PUTS) is the percentage of a group of
persons watching tv at a particular time.
• Persons using radio (PUR) is the percentage of a group of
persons listening to radio at a given point in time.
Reach & Frequency
Reach is the net percentage of the target
universe reached one or more times by a media
schedule.
Frequency is the average number of times those
persons are reached.
- Media planners & marketers want to know to
what extent they are exposing their campaign to
their target audiences.
 Part 3:
Print Media Average Issue Audience (AA)
Audience
Concepts Average issue audience is the
estimated number of persons (by
demographic) in the average
audience of a publication, equivalent
to a magazine’s coverage
Primary Audience Pass Along Audience
Primary audience is the Pass-along readers are those
audience generated by outside the purchaser’s family who
subscribers or newsstand are exposed to a publication
buyers and their families. however briefly. Consumer look at
publications
 Part 4:
Internet Impressions Click Visitors
Audience Potential audience who expose to the Number of impressions (user Total number of internet users who:
search result, ad, or sponsored link visible exposed to the ad) divide into: - arrive at a website
Concepts on a web page, article, or result page of a - number of clicks (users clicking - those have visited the site more
search engine. on your ad) than once
- Click through interest (CTR) - Those stay on the site only very
which provides a measure of the briefly
ad’s ability to provoke interest
 Part 4:
Internet
Audience Page views Conversation
Concepts Gross number of times pages are accessed The number or percentage of visitors to a
website who on to take action, a more useful
measure than page views.
 Part 5:
Audience
Measurement
Concepts Media audiences are measured continuously by a variety of research companies.
• Television audience research: measured by Nielsen Media Research
• Radio audience research: measured by Arbitron
• Magazine audience research: measured by Mediamark & ExperianSimmons (SMRB)
• Newspaper audience research: measured by Scarborough Research, Media Audit
• Internet audience measurement: measured by Viewbility, Nielsen Netratings
 Part 5: Nielsen Media Research
Audience
The data is collected base on:
Measurement
Concepts i. Set meters – Capturing what channel is being tuned
ii. People meters - Gathering the information about who is watching on what
channel

Television Audience Research

Arbitron surveys listener habits from 6a.m to midnight, Monday – Sunday

48 weeks/ year
After collection, the data are marketed to radio broadcasters, radio networks,
Cable companies, advertisers and online radio industry

Radio Audience Research

Mediamark (MRI) & Experian Simmons (SMRB)

These two research companies compete with each other although their
methodological are different.
They provide source by measuring the purchase behaviour, media usage
habits, demographics, psychographics etc.
Magazine Audience Research
 Part 5:
Audience
Measurement
Concepts

• Viewability is an online advertising metric that aims to track only

impressions that can be seen by users.
Viewability is designed to let advertisers pay only for the ads that
users could possibly see.

- clicking, number of visitors who arrive at the website, page view

etc are the indicators for viewability

Internet Audience Measurement

• Nielsen NetRatings
Measuring the audiences on thousands of websites by collecting
the data with demographic & behavioural patterns
Reference:
Geskey, D.R. (2017). Media Planning & Buying in the 21 st Century, 4th edition. pg.
119-158. Create Space Ind. Pub