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This week officially started operating in Bulgaria the second system of people GfK Audience Research Bulgaria (GARB), giving details of the first customers: Television, density "New TV" and eight other cable television channels, including BBT, Diema and TV7. On the one hand, media players are positive about the emerging competition and shattered the monopoly of current data provider TNS / TV Plan. Over the years, some of them were often dissatisfied with the data of TNS. On the other hand, are confused because of the practice of TV audience already has two currencies, and decide which of them will be convertible, they will have a long time to comply with the data of both companies. Advertising agencies and advertisers will be the most difficult, however, because they will necessarily have to work with both the data packet to ensure that precise planning their budgets. Although at first reading in the data of the two agencies density have minor differences, in the first week of work of GARB all started to scramble density to compare tv ratings. density "Imagine, for example, instead of declaring the official exchange rate of the dollar in BNB, working with two courses. Confusion will come true. Think two systems should not have," said managing director of Initiative / Media Club Catherine Buyuklieva. She said it is very important based on the data of the two agencies how the media will sell your product. Imagine for example a situation where X has ten television rating points * for the specific time of their transmission time for data GARB, and according to TNS eight points. At a price of one hundred point rating lev advertiser will buy points (backed by a number of viewers) in 1000 lev GARB and 800 in TNS. After the emergence of the second company density to monitor density the ratings of television, people in the advertising business predict that this will lead to changes in the advertising density budgets of the media. That will be up to the moment the market density alone choose which system to remain. density "I know of no country in which the TV audience can be measured from the two companies," said Wilhelm Wessels, member of the board of GfK. According to him, in the long run the market in Bulgaria will remain a firm. "Thank competition, common data it denied the bad comments on our address. Clearly, the ranking of television is what has been so far. BTV is the undisputed leader. Investment of TNS is implemented and paid. At the end of the battle will remain one company and that's TNS ", density was adamant to" Capital "one of the managers of TNS / TV Plan - sociologist Stoychev. According to the Executive Director of GARB Mira Yanova dispute which company is people-better will be resolved within a year. "One solution to the bTV whom to work with you to resolve the case with the two system of people," said Yanova. So far, however, remains density bTV client TNS / TV Plan, which has a three-year contract. In recent years the most important and debated issue for the advertising and media business beshe reliability of data from people-studies (data on television viewing). Because that's up to them of advertising money. Ratings of the programs depends on the interest of advertisers, the cost of advertising, which is calculated by the rating points, and whether the TV will have to return the money, or emit hundreds of seconds compensation for nedostignat rating. Possible manipulation of data can ruin your entire advertising policy of one channel and even bring it to a major financial crisis or serious it favors. Confidence in data telemetry studies is mandatory for the development of television and advertising market. Adoption of a single currency for measurement of TV audiences in Bulgaria, however, from the start combined with attempts to control scandals and doubts that led to the emergence of a second system for measuring TV viewership. * Rating Point (GRP) - shows the percentage of the target audience reached that broadcasters ensure that advertisers, for example, if the target audience are men between 18 and 34 years and TV channel to ensure it 9 GRP price 200 lev, it ensures that 9% of men between 18 and 34 years will see the broadcast to which the customer pays 1800 lev for a standard clip (30 sec.)
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