Task Seven - Sources of Information in Advertising

Client and agencies can gather information before they start producing a new advertising campaign through many different ways. 

The first way is through Television ratings, an example of this is BARB, which is useful as it is objective. BARB is an acronym for Broadcasters' Audience Research Board, it was set up in 1981 to provide the industry standard television audience measurement service for broadcasters' and the advertising agency. BARB is owned by the ITV, BBC, Channel 4, Channel 5, British Sky Broadcasting, and the IPA (Institute of Practitioners in Advertising) and is a not for profit company limited by guarantee. Being able to get television ratings is helpful as producers and advertisers can see the popularity of certain shows and then decide, based on these ratings, where to put their advertisements.  Programme Profiles is a breakdown of who watches a programme, this is useful to the advertiser as they can target adverts to specific programmes, for example Downton Abbey may be a programme for women who are aged 50+. A Rate card is how much it costs to put an advert on, what the rates are. For example Coronation Street is much more expensive than a minority programme show at an unsocial hour.

Information on advertising can also be found on websites such as Channel 4 sales, which gives you a whole range of opportunities to put your advert on the TV and get people interested in a certain event or place etc. They offer a selection of resources and questions frequently asked by newcomers. The Grow LIVE gives young entrepreneurs the opportunity to go and find out about the benefits of TV advertising and what the money can be used on. There are also many TV series and programs that need sponsoring and the website gives you a list of many different ones you can choose from. Choosing a program to sponsor helps to your brand to be successful as it will be seen by a large quantity of the audience.