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)

Online Media Definitions

In the world of online media, many terms can be confusing and we hope this list of online terms and definitions helps you. Other terms will be added soon

Impression – One appearance of an advertisement on a webpage is classed as one impression. Impressions are used to calculate the potential number of views an ad may receive.

Cookie – A cookie is a message that is sent from a website (or web server) to a web browser (e.g. Internet Explorer). The cookie is stored in the web browser and used by the web server each time the browser requests an internet page from that server. They are often used by advertisers to create a cookie pool of people that have visited a particular site or group of sites.

Unique user – Is an individual visitor to a particular website.

Landing Page – The term given to the page that a person is directed to in response to clicking on an advertisement.

Bounce rate – Is the measurement, usually in percentage terms of the number of visitors to your site who view only the single page that they entered your site on. They do not navigate to other pages within your site. A high bounce rat typically indicates the content on the landing page is not relevant to the visitor or has little incentive to explore other areas of your site.

Re-targeting – The process whereby advertisers use cookies to track the web behaviour past visitors to the advertisers website in order to serve them with advertisements elsewhere across the internet in an attempt to bring them back to the advertisers website.

ROS – Run of site is the term given to an advertising buy where the ad (banner etc.) can appear on any page within the bought website or network of websites.

SEM – Search engine marketing is the process of purchasing paid listings within search engine results in an attempt to increase traffic to a particular website. Google Adwords is the most frequently used example.

SEO – Search engine optimisation is the process of improving the visibility of a website through the way in which it is built with the objective being to drive a greater volume of higher quality non-paid traffic to the site.

Backlink – In search engine optimisation a backlink is a hyperlink that links from another web page back to your own website. These are important in establishing the perceived importance of your website to search engines, such as Google.

Click Tags – Are used in flash banner ads to help advertisers measure the performance of their ad placements.

Pixel Tag – Small image often only 1 pixel in size, that is used to monitor the behaviour of visitors to a website or pages within a website.

CPC – Cost per click, the amount paid per click on paid advertising placement

CPM – Cost per thousand (usually refers to impressions), amount paid per 1,000 impressions of served

CTR – Click through rate, the percentage ratio of how many clicks your campaign is delivering. It calculated by dividing the impression served by the number of clicks achieved