This is a rather more complex affair. ITV’s income is derived from selling airtime to advertisers. Therefore it is mainly interested in people who need or want to buy goods and services. So ITV is interested in who watches what and when. The BBC is also interested but for different reasons. ITV segments its audience in various ways but all the segments relate to advertisers interests
The Chart ITV 1 Network Annual CPTs by Audience demonstrates a number of things. These include:
1. That to understand commercial broadcasting you have to get to grips with the concept of segmentation
2. This segmentation of the audience is not natural but devised for the benefit of advertisers
3. That advertisers use television to reach large numbers of viewers and very interested in the cost per thousand viewer (CPT)
4. This segmentation of the audience will also influence the programmes that are made.
5. Some audiences are more valuable than others
6. Some audiences are more difficult to reach than others
Have a look at the chart from Pearl & Dean the Cinema advertising company and compare it with the previous chart from ITV. Who finds it easier to reach you.
No comments:
Post a Comment