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This TVmap® Software release introduces the next step in Guaranteed Audience trading from TVmap.

 

TVmap 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.

 

 

 

 

 

Buying Module Updates

 

 

New tab Guaranteed Audience added

The Buying screen now includes the Guaranteed Audience tab.

The Guaranteed Audience engine runs multiple random booking scenarios to achieve the planned goals.

This is a randomised rather than an optimised approach to provide an indication of the Reach delivery for the TARP/000s goals.

Note: Actual Reach may differ depending on how the broadcaster places spots within the campaign.

 

To create a Guaranteed Audience line item per channel click on the 'add new item' button.

Each line item is like a brief for the TVmap Guaranteed Audience engine.

 

Select the channel (available channels are set from the selected buy channels).

 

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.

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 Guaranteed Audience 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.

 

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.

 

 

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 Guaranteed Audience line items being removed from the buy with a warning.

 

If this occurs the Guaranteed Audience line item(s) can be re-entered once the buy has updated.

 

 

 

Peak/Off-peak Splits

Each Guaranteed Audience line item will book 60-70% Peak across the range of programmes and weeks available in the buy.

 

Buy Weeks

The Guaranteed Audience Engine books across all Buy weeks.

Future releases of TVmap will provide options for additional requirements to be specified. e.g. week selection or a different Peak %.

 

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.

 

 

 

Differences between Buy Summary vs Guaranteed Audience line item(s)

When Guaranteed Audience is being booked you may notice small differences between the Guaranteed Audience line item and the Buy Summary as per the screen shot below:

 

The Guaranteed Audience line items are goals for the Guaranteed Audience Engine while the Buy Summary shows the total of spots booked.

Over/under booking can occur as the cost and TARP are both goals.

The engine will book spots to achieve both goals as closely as possible while generating different randomised options to provide an averaged result.

Provided the results are within 3% any scenario generated will be considered as having met the goals.

If Cost or TARP goals are not being met then adjusting one of the settings may allow both targets to be met if one of the goals is limiting options.

 

 

Pre/Post Analysis

No changes have been made to Pre/Post Analysis.

Spots resulting from Guaranteed Audience will treated in the same manner as CPT bookings have been previously.

Schedule Payments will be provided to represent the Guaranteed Audience spend. Actual spots will be assigned a cost of $0. These spots will vary within daily holdings as they are adjusted to meet the Guaranteed Audience.