2004 Regional Tool Kit
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1 2004 Regional Tool Kit
2 Contents Regional Client Service Organisational Charts Survey Calendar The Ratings Process Station Codes by Market Terms & Definitions Occupation Classifications Universe Estimates Coverage Maps Coverage Area by Postcode Reporting Demographics All Rights Reserved. 2
3 Regional Client Service Ian McDonald Regional TAM Sales Manager Toni Petra CEO Steve Weaver Marketing & New Product Development Maria Catherine Rossi Client Service Director Tania Boswell Prime / 7 Qld Client Service Manager Kelly Luburic WIN / NBN Client Service Manager Nick Burrows Southern Cross Client Service Manager Elizabeth Horne Training / Materials Tasmania All Rights Reserved. 3
4 Survey Calendar 2004 SURVEY WEEK NO. SUNDAY TO SATURDAY SUMMER Dec 4 Jan 11 Jan 18 Jan 25 Jan 1 Feb 3 Jan 10 Jan 17 Jan 24 Jan 31 Jan 7 Feb Feb 15 Feb 22 Feb 29 Feb 14 Feb 21 Feb 28 Feb 6 Mar Mar 14 Mar 21 Mar 28 Mar 13 mar 20 Mar 27 Mar 3 Apr EASTER Apr 11 Apr 10 Apr 17 Apr Apr 25 Apr 2 May 9 May 24 Apr 1 May 8 May 15 May May 23 May 30 May 6 Jun 22 May 29 May 5 Jun 12 Jun Jun 20 Jun 27 Jun 4 Jul 19 Jun 26 Jun 3 Jul 10 Jul Jul 18 Jul 25 Jul 1 Aug 19 Jul 24 Jul 31 Jul 7 Aug Aug 15 Aug 22 Aug 29 Aug 14 Aug 21 Aug 28 Aug 4 Sep Sep 12 Sep 19 Sep 26 Sep 11 Sep 18 Sep 25 Sep 2 Oct Oct 10 Oct 17 Oct 24 Oct 9 Oct 16 Oct 23 Oct 30 Oct Oct 7 Nov 14 Nov 21 Nov 6 Nov 13 Nov 20 Nov 27 Nov SUMMER Nov 5 Dec 12 Dec 19 Dec 4 Dec 11 Dec 18 Dec 25 Dec All Rights Reserved. 4
5 The Ratings Process All Rights Reserved. 5
6 The Ratings Process 1. Establishment Survey A large-scale annual survey conducted to define the population to be represented and its characteristics. Panel homes are recruited from the respondents. 2. The Panel Panel homes are selected according to a statistical design using information collected from the Establishment Survey and the ABS, guaranteeing the panel represents the Australian TV audience. All Rights Reserved. 6
7 The Ratings Process 3. The Peoplemeter A peoplemeter is installed on every TV set in each household. It records and stores four pieces of information: Time Whether the TV set is on or off Channel tuned Persons viewing 4. Transmission Every night, the data stored in the peoplemeter is retrieved automatically via telephone using AGB production software. All Rights Reserved. 7
8 The Ratings Process 5. Production Software Pollux performs the collection, processing, validation, weighting and final production of the household data into an individual by individual (unidentified), minute by minute database delivered overnight 365 days of the year. 6. Program Database Using broadcast logs provided by the networks, a program database is built and fed into Pollux for integration with the viewing data. 7. Application Software Each morning users download the complete database from ATR s secure website. These users can then perform complex data analyses using application software such as AGB Workstation. All Rights Reserved. 8
9 Station Codes by Market Queensland AM-A SUNQ WINQ QTV AMA Cairns SUNSC WINC QTVC Townsville SUNTOW WINTOW QTVTOW Mackay SUNMAC WINMAC QTVMAC Rockhampton SUNROC WINROC QTVROC Maryborough SUNMAR WINMAR QTVMAR Toowoomba SUNTW WINT QTVTW All Rights Reserved. 9
10 Station Codes by Market Northern NSW AM-B PRI AMB NBN AMB NRTV AMB Northern Rivers PRICL NBNCL NRTVCL Tamworth PRITAM WINNTA NRTVTM Taree PRITA NBNT NRTVTR Newcastle PRIN NBN3 NRTVN Southern NSW AM-C PRIAMC WINAMC CTNSNS Wollongong PRIWOL WINWOL CTVWOL Canberra PRICAN WINCAN CTVCAN ODW * PRIODWA WINODWA CTVODWA * ODW Orange, Dubbo, Wagga Wagga All Rights Reserved. 10
11 Station Codes by Market Victoria AM-D PRIAMD VICAMD SCRVIC Bendigo PRIBEN VICBEN SCRBEN Shepparton PRISHE VICSHE SCRSHE Albury PRIALB VICALB SCRALB Gippsland PRIGIP VICGIP SCRGIP Ballarat PRIBAL VICB SCBAL Hobart Tasmania Launceston WINTAGG WINTHO WINTLA SCN_TAS SCNH SCNT All Rights Reserved. 11
12 Terms & Definitions Universe Estimate The estimated population against which media audiences are calculated. Minimum Sample Size Minimum expected panel size of the reporting panel for a defined demographic within a defined geographic area based on Universe Estimates. The reporting panel is 90% of the full panel. Households Using Television (HUT) The number of Households with at least one television set switched on. Rating The number of homes (or people) tuned to a particular station at a particular time. Usually expressed as a percentage. Target Audience Rating Point (TARP) The average viewing audience for a demographic, usually expressed as a percentage. Share The average viewing audience for a specific program or station, expressed as a percentage of the total TV viewing audience. All Rights Reserved. 12
13 Terms & Definitions Reach The number or percentage of different people who have seen x minute(s) of a program or timeband. Industry standard bases Program Reach on 5 consecutive minutes viewed. Effective Frequency The number of exposures (1+, 2+, 3+ etc) deemed necessary for an advertising message to produce an effect (i.e.. For the target market to take the desired action, or for the ad to cause the desired response) Effective Reach The number or percentage of the target audience who are reached at, or above, the Effective Frequency level. Eg. If the Effective Frequency is set at 3 and 55% of the target have seen the advertising campaign 3 or more times then the Effective Reach is 55%. All Rights Reserved. 13
14 Occupation Classification AB Managers, Administrators & Professionals Legislators & Government Appointed Officials; General Managers; Specialist managers; Farmers and Farm managers; managing Supervisors (Sales and Service and Other Business); Natural Scientists; Building Professionals and Engineers; Health Diagnosis and Treatment Practitioners; Tertiary Teachers; Social Professionals; Business Professionals; Artists and Related Professionals C1 Para Professionals; Clerks; Teachers; Sales People and Professional Service Workers Medical and Science Technical Officers and Technicians; Engineering and Building Associates and Technicians; Air and Sea Transport Technical Workers; Registered Nurses; Stenographers and Typists; Data Processing and Business machine Operators; Numerical Clerks; Filing; Sorting and Copying Clerks; Material Recording and Despatching Clerks; Receptionists; Telephonists and Messengers; School Teachers; Investment; Insurance and Real Estate Salespersons; Sales Representatives, Sales Assistants; Tellers; Cashiers and Ticket Salespersons; Personal Service Workers C2 Tradespersons Metal and Machinery Tradespersons; Electrical and Electronics Tradespersons; Printing Tradespersons; Vehicle Tradespersons; Food Tradespersons; Amenity Horticultural Tradespersons D Plant and Machine Operators, Drivers and Police Road and Rail Transport Drivers; Mobile Plant Operators; Stationary Plant Operators; Machine Operators; Police E Labourers and Related Workers Trade Assistants and Factory Hands; Agricultural Labourers and Related Workers; Cleaners; Construction and Mining Labourers All Rights Reserved. 14
15 2004 Universe Estimates Homes Total People Number of Homes Installed Total Queensland (AM-A) Cairns Townsville Mackay Rockhampton Maryborough Toowoomba Total Northern NSW (AM-B) Northern Rivers Newcastle Tamworth/Taree Total Southern NSW (AM-C) Canberra Wollongong Orange/Dubbo/Wagga All Rights Reserved. 15
16 2004 Universe Estimates Homes Total People Number of Homes Installed Total Victoria (AM-D) Bendigo Shepparton Albury Gippsland Ballarat Total Tasmania Hobart Launceston All Rights Reserved. 16
17 2004 Universe Estimates QLD AM-A N NSW AM-B S NSW AM-C VIC AM-D TAS TOTAL REG Households Total Individuals Children Children Teens Ppl Ppl Ppl Ppl Ppl Ppl Men Men Men Men Men Men Men Men Men NB: Numbers are subject to rounding All Rights Reserved. 17
18 2004 Universe Estimates QLD AM-A N NSW AM-B S NSW AM-C VIC AM-D TAS TOTAL REG Men Men Men Women Women Women Women Women Women Women Women Women Women Women Women NB: Numbers are subject to rounding All Rights Reserved. 18
19 2004 Universe Estimates QLD AM-A N NSW AM-B S NSW AM-C VIC AM-D TAS TOTAL REG Grocery Buyers GB Working GB Not Wking GB GB GB (0) Children GB + Children GB + Ch (0-12) GB + Ch (0-17) GB + Ch (5-12) GB + Ch (5-17) Person HHld Person HHld Person HHld Person HHld Person HHld TV HHld TV HHld TV HHld NB: Numbers are subject to rounding All Rights Reserved. 19
20 2004 Universe Estimates Total Queensland Cairns Townsville Mackay Rockhampton Ttl People Ttl Households Grocery Buyers Men Women People Men Women People Men Women People Men Women People Men Women People Men Women People NB: Numbers are subject to rounding All Rights Reserved. 20
21 2004 Universe Estimates Total Queensland cont. Maryborough Toowoomba Total AM-A Ttl People Ttl Households Grocery Buyers Men Women People Men Women People Men Women People Men Women People Men Women People Men Women People NB: Numbers are subject to rounding All Rights Reserved. 21
22 2004 Universe Estimates Total Northern NSW Nth Rivers Newcastle Tamworth /Taree Total AM-B Ttl People Ttl Households Grocery Buyers Men Women People Men Women People Men Women People Men Women People Men Women People Men Women People NB: Numbers are subject to rounding All Rights Reserved. 22
23 2004 Universe Estimates Total Southern NSW Canberra Wollongong Orange /Dubbo /Wagga Total AM-C Ttl People Ttl Households Grocery Buyers Men Women People Men Women People Men Women People Men Women People Men Women People Men Women People NB: Numbers are subject to rounding All Rights Reserved. 23
24 2004 Universe Estimates Total Victoria Bendigo Shepparton Albury Ttl People Ttl Households Grocery Buyers Men Women People Men Women People Men Women People Men Women People Men Women People Men Women People NB: Numbers are subject to rounding All Rights Reserved. 24
25 2004 Universe Estimates Total Victoria cont. Gippsland Ballarat Total AM-D Ttl People Ttl Households Grocery Buyers Men Women People Men Women People Men Women People Men Women People Men Women People Men Women People NB: Numbers are subject to rounding All Rights Reserved. 25
26 2004 Universe Estimates Total Tasmania Hobart Launceston Total Tasmania Ttl People Ttl Households Grocery Buyers Men Women People Men Women People Men Women People Men Women People Men Women People Men Women People NB: Numbers are subject to rounding All Rights Reserved. 26
27 2004 Universe Estimates Total Regional TAM Total Reg TAM Ttl People Ttl Households Grocery Buyers Men 16+ Women 16+ People 16+ Men 25+ Women 25+ People 25+ Men 40+ Women 40+ People 40+ Men Women People Men Women People Men Women People NB: Numbers are subject to rounding All Rights Reserved. 27
28 Regional Coverage Maps All Rights Reserved. 28
29 Coverage Map Queensland (AM-A) A) Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia, 2002 All Rights Reserved. 29
30 Coverage Map Northern NSW (AM-B) Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia, 2002 All Rights Reserved. 30
31 Coverage Map Southern NSW (AM-C) Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia, 2002 All Rights Reserved. 31
32 Coverage Map Victoria (AM-D) Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia, 2002 All Rights Reserved. 32
33 Coverage Map Tasmania Based on 2001 statistical Local Area Boundaries Source: CDATA 2001 Produced by: ATR Australia Commonwealth of Australia, 2002 All Rights Reserved. 33
34 TV Coverage Area By Postcode Queensland (AM-A) A) Toowoomba Maryborough Cairns Townsville Rockhampton Mackay All Rights Reserved. 34
35 TV Coverage Area By Postcode Northern NSW (AM-B) Northern Rivers Tamworth Taree Newcastle All Rights Reserved. 35
36 TV Coverage Area By Postcode Southern NSW (AM-C) Orange / Dubbo / Wagga Wagga Canberra Wollongong All Rights Reserved. 36
37 TV Coverage Area By Postcode Victoria (AM-D) Gippsland Albury Shepparton All Rights Reserved. 37
38 TV Coverage Area By Postcode Victoria (AM-D) Ballarat Bendigo All Rights Reserved. 38
39 TV Coverage Area By Postcode Tasmania Hobart Launceston All Rights Reserved. 39
40 TPSS Reporting Sub-Marketing Demographics Description Total Individuals Total Households Grocery Buyers Men 16+ Women 16+ People 16+ Men 25+ Women 25+ People 25+ Men 40+ Women 40+ People 40+ Men Women People Men Women People Men Women People All Rights Reserved. 40
41 TPSS Reporting Aggregate Demographics Description Description 1 2 Households Total Individuals People People People People People People People People People People People People People People People People People People People People People People People People People People People People People People People People People Children People Children People Children People Teens People Teens = n.a. in Tasmania All Rights Reserved. 41
42 TPSS Reporting Aggregate Demographics Description Men 0-15 Men 18+ Men 25+ Men 40+ Men Men Men Men Men 16+ Men Men Men Men Men Men Men Men Men Men Men Men Men = n.a. in Tasmania All Rights Reserved. 42
43 TPSS Reporting Aggregate Demographics Description Description 67 Men Women Women Women Women Women Women Women Women Women Women Grocery Buyer 73 Women GB Women GB Women GB Women GB Women GB Women GB Women GB Under Women GB Working 81 Women GB Non Working 82 Women GB + 0 Child Women GB + Child Women GB Child Women GB + Child Women GB + Child Women Child GB + Child 5-17 = n.a. in Tasmania All Rights Reserved. 43
44 TPSS Reporting Aggregate Demographics Fem GB Fem GB Occupation AB Occupation AB Occupation AB 35+ Occupation AB 40+ Occupation ABC1 Occupation C1 Description Occupation C Occupation C2DE Occupation C2DE = n.a. in Tasmania All Rights Reserved. 44
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