Buyers and Planners can assess opportunities offered by Guaranteed Audience, see indicative R&F results and interactions with spot buys to find the optimum solution for their client.
The Buying Session includes a Guaranteed Audience tab.
Creating a Guaranteed Audience line item
To create a Guaranteed Audience line item click on the 'add new item' button.
Each line item is like a brief for the TVmap Guaranteed Audience engine.
Select the GA Group and Channel(s).
GA Group allows you to book Guaranteed Audience across the broadcasters Guaranteed Audience offerings.
It includes stations which are not buyable via spot buying
•SKY stations other the Sky Open i.e. Sport, Movies & Entertainment channels
•Warner Brothers Discovery stations i.e. Rush, HGTV, Discovery, TLC etc
•Whakaata Māori
The duration will be set to the chosen Default Settings for the Buy.
This can be changed by overwriting the value in the grid or in the spot detail pane.
Enter the agreed Guaranteed Audience CPT for the selected duration and channel. The CPM will calculate automatically.
Each line item can have the Peak/Off-Peak split set as well as the week commencing dates.
This allows you to control the peak/off peak and run a different Guaranteed Audience loading across the different weeks of the buy to either skip weeks or have a higher loading on the initial weeks by having multiple Guaranteed Audience lines.
The Peak column support ranges along with less than & greater than goals. E.g. > 30% or >= 10%
A label indicates how many Guaranteed Audience line items are in the buy.
You can then enter the Cost, TARPs or 000s.
Once any one of these values is entered, the Guaranteed Audience engine will book randomised scenarios to meet the targets.
The results will be displayed in the Summary window including both standard spots and the impacts of the GA line items.
Note: Depending on how many spots are required to meet the Guaranteed Audience requirements the Summary Table may take up to 10 seconds to process the scenarios and update the results.
A Progress bar is shown on the bottom left when processing GA changes. Buy Totals will be updated once the progress bar has completed.
If you make changes under Modify Session Details the Guaranteed Audience line items remain in place for the buy.
Guaranteed Audience spots will be updated to reflect the changes in session details.
Where changes in session details mean that the Guaranteed Audience spots are no longer relevant, then the Guaranteed Audience spot will be removed with a warning.
eg: stations have been removed from the buy.
Note: Buy Totals will only be updated once the progress bar has completed.
Multiple Guaranteed Audience Requirements
Additional Guaranteed Audience line items can be added to cater for multiple broadcaster/channel duration combinations.
To assess the contribution of each item or combination of items simply adjust the TARP or Cost to 0 and the results will recalculate excluding the line items which have been set to 0.
Re-enter the targets and the results will recalculate.
Copy & Paste GA items
Select the GA line then right mouse click to use the copy & paste options
Alternatively, can use CTRL+C and CTRL+V shortcuts to copy & paste.
GA items can be pasted into the same buy or into a new buy
Deleting Guaranteed Audience
To delete a Guaranteed Audience line item select the row and press the Delete or – key.
Spot Lists, Booking Forms and Electronic Booking
These outputs currently support Spot booking only. Guaranteed Audience information is not included in these outputs.
Reach and Frequency
R&F will show combined results. Guaranteed Audience spots are marked 'GA Spot'. Date and Time are not shown as these spots are not fixed in day or time and could vary in delivery.
Note: As Guaranteed Audience does not allow you to specify when the spots are run, R&F delivery could vary from the average results that Guaranteed Audience planning provides. Spot booking provides more certainty when working to a reach target.
Demographic / Buy Session Detail Updates
Changing the demographic or Buy session details will force a recalculation of Guaranteed Audience line items.
This may result in the GA line items being removed from the buy with a warning.
If this occurs the GA line item(s) can be re-entered once the buy has updated.
Fixed Potential
Fixed Potentials have been specified to set the CPT/CPM for each demographic Guaranteed Audience can be bought against.
The potential displayed next to the demographic in the buying toolbar is an average of the last 12 weeks regardless of the selected source weeks in the buy.
This potential is used for the conversion of TARPs to 000s and CPT to CPM in the Guaranteed Audience Line items.
TARPs/000s and R&F in the summaries are based on the selected source weeks for the buy.
If Same Time Last Year, Mixed or manually selected source weeks are used, these may contain dates in prior years.
Therefore, 000s and CPMs in the summary may be different for a given TARP value if these are using previous year potentials due to population growth.
An example is shown below with two buys using the same Guaranteed Audience only difference is the source weeks selection.
Buy #1 Source weeks April 2024
Buy #2 Source weeks May 2023
Note lower 000s (820 vs 846) and higher CPM (24.4 vs 23.6) in summary grid as a result of conversion using 2023 Potentials.
Have more questions? E-mail us: support@tvmap.com or call us: +64 9 304 0762
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