ANALYSIS
Analysis of programs
The analysis of programs show the rating and appreciation of all aired TV programs. As program information we integrate the original post-aired protocols where possible. Some information also comes from program guides
Example: Analysis for SF1 from 18.12.2002
| Date | Start | End | Length | Program | R-T | R-% | PM | Age ø |
| 18.12.02 | 17:58 | 18:43 | 44' | Forsthaus Falkenau | 187.2 | 3.7 | 20.6 | 64.0 |
| 18.12.02 | 19:00 | 19:23 | 23' | Schweiz aktuell | 598.2 | 11.9 | 47.5 | 61.4 |
| 18.12.02 | 19:30 | 19:50 | 20' | Tagesschau | 1018.8 | 20.3 | 65.2 | 59.5 |
| 18.12.02 | 19:58 | 20:43 | 45' | Der Landarzt | 547.1 | 10.9 | 32.5 | 62.2 |
| 18.12.02 | 20:50 | 21:37 | 47' | Rundschau | 593.5 | 11.8 | 34.3 | 60.1 |
| 18.12.02 | 21:50 | 22:16 | 26' | 10 vor 10 | 588.0 | 11.7 | 40.6 | 55.5 |
The most important facts are:
| • | Rating (R-%) and rating in thousand (R-T) |
| • | Market share (MA) |
| • | Average Age (Age) |
For definitions of these facts see: Terminology.
This analysis can be done for all possible target groups. Commonly the breaks are sociodemographics such as sex, age, education, occupation and size of community.
ANALYSIS
Analysis of time segments
This analysis is not directly program-oriented but analyzes certain flexibly definable time segments such as 2h00-2h00 (24h value) and 18h00-23h00 (Prime Time). These time segments can also be analysed into hours, quarter-hours, five-minute-slices or minutes. In this method is for example, the quarterly average market share of a certain target group and channels analysed:
Senderleistungen / Deutsche Schweiz / 3. Quartal 2002
Durchschnitte MO-SO (nach Personen ab 3 Jahren) / 24 h
| Channel | NR-% | NR-T | NS | NT | MA |
|---|---|---|---|---|---|
| SF1 | 53.4 | 2682.7 | 63.3 | 33.9 | 27.3 |
| SF2 | 31.2 | 1567.6 | 27.0 | 8.9 | 6.9 |
| SAT1 | 27.5 | 1381.4 | 26.4 | 7.3 | 5.8 |
| RTL | 30.4 | 1526.9 | 31.8 | 9.7 | 7.8 |
| RTL2 | 24.1 | 1208.1 | 19.4 | 4.7 | 3.7 |
| PRO7 | 26.2 | 1316.8 | 25.8 | 6.8 | 5.4 |
| VOX | 18.8 | 941.8 | 18.2 | 3.4 | 2.7 |
| KAB1 | 15.1 | 760.5 | 21.2 | 3.2 | 2.6 |
| ARD | 30.4 | 1528.6 | 24.6 | 7.6 | 6.0 |
| ZDF | 27.1 | 1362.6 | 20.8 | 5.8 | 4.5 |
| ORF1 | 25.5 | 1281.2 | 23.1 | 6.0 | 4.7 |
| ORF2 | 19.8 | 995.9 | 15.4 | 3.1 | 2.5 |
The most important facts are:
• Reach in % or thousand (NR-% / NR-T)
• Usage in minutes per viewer (NS)
• Usage in minutes calculated for the total target group (NT)
• Market share (MA)
For definitions of these facts see: Terminology
This analysis can be done for any target group. Commonly the breaks are sociodemographics such as sex, age, education, occupation and size of community. List of criteria for building target group.
Commercial Analysis
The standardised software Media Reporter Advertiser is the most appropriate tool, having the widest range of possibilities in analyzing commercial breaks and campaigns. This tool comprises all different types of evaluations in Mediaplanning
Ranking
In this analysis all commercial breaks available for planning are ranked. The analysis gives us average data over the single breaks in the chosen seasonal/time-slot. Normally the reach data is given by the exact same season/time-slot of the year before (planning basis), but this basis can be altered by choosing a different reference period (season/time-slot). The commercial breaks can be ranked by affinity, reach or relative cost facts (cpp, cpt, etc.).
Evaluation
The evaluation analysis simulates a campaign before the air-time is bought. The performance of each single commercial break is calculated – as in the ranking – on the basis of the year before (but you can select an alternative basis). The main features of this analysis are the contact classes and the build-up of the planned reach throughout the campaign.
Post Analysis
When the campaign has run all the single commercial breaks can be compared in performance to the evaluation of that campaign. With detailed information on the performance of each break, all channels and the total campaign.
Commercial breaks
This analysis is a very simple tool for the selection and calculation of aired commercials on all TV channels in Switzerland. One can for eg. calculate the performance of each single commercial break through a whole month considering different facts such as cost per 30 sec, rating in thousand, GRP and CPT over every desired target group.