Task 7 - Sources of information in advertising

There are different way that companies can find out information about the people they are targeting for a certain advertising campaign. They are able to divide people into different categories and groups so that they know the kind of people they are targeting. These different groups are:

Age
Gender
Religion
Ethnicity
Sexuality

There are different companies that provide information for companies who are trying to develop a advertising campaign. These are companies such as BARB this stands for (the broadcast audience research board) and it is a advertising company that was set up in 1981 and provide statistics for advertising industries about the range of television that people watch. BARB is owned by the, BBC, ITV, Channel 4, Channel 5, Sky and the IPA and this is a non profit company. At this current time BARB have approximately 5,100 homes cooperating as part of there panel. The company records exactly what these people watch and the panellists indicate who is watching by pressing a button on their remote control. The data is collected over night and published as overnight rating during the morning of the next day. In the following week the final figures are released as a group to indicated what the statistics were for the previous week. All viewer will BARB represent at least 5,000 people.


A programme profile is a breakdown of who watches a certain program, this can target a specific programme e.g. women - loose women, men - football, religion - songs of praise. etc.



The informations that can be found on an online advertisement pack is that they show what can be watched on a certain channel and what is coming that is new to the channel. This is useful to the advertiser as it means that the companies can find out anything they need to know about the website such as Airtime's and partnerships. In this program profile it shows the genre, primary audience, and channel that the program is available on. It also shows a small piece of detail about the program.



A rate card is how much it cost to put an advertisement on television and what the rates are for the advert, this is useful for an advertising company as it shows if a advert can afford to reach its target audience. In this rate card that has been produced by itv in the london area it costs £1,336 where as when coronation street is on it would cost considerably more at £14,872.