FAQ / Glossary

What is a TARP?

A TARP is an acronym for 'target audience rating point". A TARP is the percentage of a specific target audience viewing a program at the time.
For example - an advertiser has a specific target audience women 25-39 and wants to know how a program performs for this target. If 21% of women 25-39 in Sydney watch Desperate Housewives we could also say that the TARP for the show in this market is 21.

What is Cost Per TARP?

Cost per TARP is simply the dollar cost of advertising within a program divided by the number of TARPs it will/does achieve.
For example - if Who Wants to be a Millionaire costs $4,000 for a 30 sec spot and achieves 8 TARPs against the specified target audience, then the Cost Per TARP (CPT) is: $500

What is Audience Reach?

Audience reach is a synonym for cumulative audience and refers to the number or proportion of different people (or households) reached at least once by a specified number of advertisments

What is Exclusive Reach?

The percentage of the target audience that is reached a specific number of times - an alternative definition to exclusive may be the % of viewers within a target audience who are reached by one specific programme or station and not a competitors.

What is Post Analysis?

Refers to the analysis (qualitative or quantitative) undertaken after the appearance of specified advertisments - assessment of an ad campaigns delivery

How many weeks of the year do Radio and TV surveys run?

Radio

There are 8 radio surveys conducted each year by AC Nielsen within the metro markets.
Radio Surveys are done as a rolling average to try and gain the most accurate figures. Audience 'interviewing' is normally conducted from the third week of January to the last week of November

Television

Television audiences are measured daily by set top boxes for 42 weeks of the year. The surveys are normally conducted between the 1st week of February and the last week of November - known as the ratings period.

How many Print surveys are there a year?

Print Surveys are conducted quarterly

What is the current penetration of Pay Television?

The Q1 establishment survey for 2011 gives the following figures for Pay
TV penetration:
Households: 2,407,100 (29.8%)
Individuals: 7,188,100 (33.7%)

Can Pay Television be bought on a state basis only?

Currently no, however when this medium penetrates more homes it will more than likely happen (simply becuase the media is currently missing out on alot of ad revenue by not being able to split markets)