Advertising clicks; the number of clicks on a link that leads to an advertiser?s website. AdClicks serve as an indicator of the actual exposures to an advertisement.
Formerly: Nielsen S+P data. The monthly AdEx data published by Nielsen Media Research indicates the gross advertising revenues of the most important advertising vehicles, broken down by business sector, product group and product family, company and brand.
Advertising effectiveness study conducted by SevenOne Media. AdTrend is designed as a continuous tracking study for analyzing the effectiveness of advertising campaigns. Since 1997, about 60 brands per year from different product groups have been monitored and analyzed. The survey measures traditional advertising effectiveness indicators such as brand awareness, campaign recall, campaign sympathy, buying intent and usage. To analyze the effect of campaign exposures on the advertising effectiveness indicators, the individual commercial break exposure probabilities derived from the GfK-television panel are applied to the persons surveyed in AdTrend and then set off against the campaign airtime placements measured by Nielsen Media Research. The data collected by the survey can be broken down by brand, product group and target group.
Percentage of the persons in a target group who can recall a campaign or motif of an advertisement.
Aided recall: A list of brands is presented to the interviewee.
Spontaneous recall: No list of brands is presented, but usually a product group is mentioned.
Effect of advertising on individual attitudes and behaviors in the target group. Advertising effectiveness can be measured in the form of advertising awareness, brand awareness, brand sympathy, image, buying intent or purchases. Various different factors such as the advertising vehicle, the advertisement itself or the exposure frequency play an important role in advertising effectiveness. In addition to some generalized research results, media planners tend to rely on their individual, real-life experience. One of the biggest advertising research instruments in Germany is the AdTrend survey offered by SevenOne Media.
The laws applicable to television in Germany, as codified in the State Broadcasting Treaty, are interpreted and concretized in the form of the joint Advertising Guidelines adopted by the State Regulatory Agencies for Broadcasting. The most important, binding rules for privately-owned broadcast companies [with the exception of metropolitan area television] are summarized below:
Separation obligation: Commercials must be clearly recognizable as such, and therefore the beginning of a commercial must be clearly separated from other program elements by appropriate optical means [commercial separators].
Television commercials are usually broadcast in groups known as commercial breaks [consisting of at least two spots]. Individual spots are permitted in exceptional cases.
The total daily advertising volume may not exceed 20 percent of the daily broadcast time. Besides traditional spot advertisements, the daily advertising volume also includes special advertising forms [such as extended-length commercials, telepromotions and infomercials], as well as teleshopping and DRTV.
The percentage of traditional spot advertisements is limited to no more than 15 percent of the daily broadcast time. The volume of advertising in any given hour may not exceed twelve minutes.
Notwithstanding the 20 percent limit, teleshopping windows with a minimum length of 15 minutes are permitted. No more than eight windows with a maximum length of three hours may be aired on any one day.
The interval between commercial break interruptions should be 20 minutes. This interval can be shortened for the purpose of not interrupting program elements that belong together for dramatic or artistic reasons, provided that this does not increase the total number of commercial break interruptions.
The interruption rules vary, depending on the program genre. For instance, movies can be interrupted only once in every full 45-minute period; thus, two interruptions are possible every 90 minutes and three interruptions every 110 minutes. These intervals must be calculated on the basis of the total program length, which includes, in addition to the film itself, also the presenters' introduction and conclusion, beginning and ending credits and the embedded commercial breaks.
News programs, political news programs, documentaries and programs of a religious nature may be interrupted by commercial advertising only after a broadcast duration of 30 minutes.
Children's shows and church services may not be interrupted by commercial advertising at all.
Covert advertising is not allowed [product placement].
News programs and political news programs may not be sponsored.
[Quantitative] measure of the exposure of the target group to advertising vehicles and advertisements, measured by means of surveys or with reference to the volume of advertising expenditures within a given period of time [Share of Mind]. Advertising impact is measured in GRP.
Periodic [usually monthly] survey of advertising awareness and brand awareness for precisely defined product groups or brands, as a means of monitoring the effectiveness of advertising campaigns.
A fundamental problem of interpretation involves the determination of the relative effectiveness that should be ascribed to the advertisement as opposed to the media placement.
Indicator of the degree to which a given medium is used by a specific target group. Expressed as an index, it is calculated as the ratio of the percentage of the audience of a given medium that is represented by a given target group to the percentage of the total population represented by the same target group. An index of 120, for instance, means that a specific target group accounts for 20 percent more of the audience of a given medium that it does of the total population.
In television, the percentage of the audience of a broadcaster, program or advertising campaign that is represented by a given target group is often compared to the percentage of the total TV audience [3:00 a.m. - 3:00 a.m.] that is represented by the same target group. The same value results when the GRP [or gross coverage expressed in percent] of a broadcaster, program or advertising campaign that is represented by the target group is compared to the GRP of the total population represented by the same target group.
Intermedia formula: Percentage of the audience of a medium represented by the target group
Percentage of the total population represented by the target group x 100
Federation of the 250 most important companies in the German advertising industry, devoted to conducting research in mass communication. Together with its commercial subsidiary Media-Micro-Census GmbH [MMC], ag.ma performs media analysis ["ma"] on behalf of its members. The purpose of this open-membership, all-media umbrella organization is to survey, with the support of all the market partners, media consumption data in the media vehicles of TV, radio, daily newspapers, magazines, movies, billboards and soon also online media. The ag.ma data for print media [general-interest magazines / daily newspapers] and radio represents the authoritative media usage data for the three main media types.
Arbeitsgemeinschaft Fernsehforschung, a television research federation [members: ARD, ProSiebenSat.1 Media AG, RTL, ZDF and the stations they represent] that has commissioned GfK Fernsehforschung to gather data on television usage in Germany. The advertising market recognizes this data as the standard for TV planning. The AGF licenses its data to other stations, agencies, advertisers and other data analysis organizations [e.G. Media Control].
Arbeitsgemeinschaft der Landesmedienanstalten, a federation of the 15 German State Regulatory Agencies for Broadcasting, which are responsible for approving and monitoring media content, and for the establishment and development of private broadcast stations in Germany. The ALM deals with fundamental questions of relevance to all the state regulatory agencies.
Audience flow refers to the channel-changing behavior of television viewers. It measures that proportion of the viewers of a given TV program who had watched the preceding program of the same TV station and / or those who remain with the channel to watch the next show. Therefore, audience flow is a measure of customer loyalty, an important objective of the TV stations' program planning work.
Audience share, the most important planning variable in the TV industry, indicates the average number of persons, in millions or percent [GRP], who have watched a time slot, commercial break or program. The audience share is based on the actual viewing time within the time slot, commercial break or program being investigated.
For calculating the audience share, only that portion of a program, commercial break or time slot that was actually viewed by every person is taken into account. Based on an audience share of 10 million, therefore, it cannot be determined whether 10 million viewers watched the entire time slot or whether 20 million people watched only half the time slot. There are two ways of calculating the audience share in percent:
Formula [in %]: Actual viewing time of all households / persons [in minutes] x 100
Possible viewing time of all households / persons [in minutes]
Exposure dosage, OTS [opportunity to see], average exposure frequency. This indicator, which is used in campaign planning and monitoring, indicates how often a person has been exposed on average to an advertisement when multiple advertisements are placed in one or more media.
AWS, or Allensbacher Werbeträger-Analyse, is a market media study conducted annually by the demoscopy research center in Allensbach known as the Institut für Demoskopie for the purpose of studying media consumption, consumer behavior and the attitudes or behavior of the German population age 14 and up. Differences with the MA include a smaller sample size [approx. 20,000], a quota sample instead of a random sample and a wide range of questions on lifestyle, product and brand consumption. In contrast to the àVA, the AWA does not study brands, but only economic sectors.
Online ABC 
Print