TV research

Alfa coefficient% (Alpha coefficient) is a rating coefficient. This figure defines the program’s “importance” for TV channel. The ratio between the share of the audience obtained by the program (Rsh%) and its cost for broadcasting time (Bsh%).

Att% is an (Attractiveness Index) This means the attractiveness of an event for a specific target group. The index is calculated as the ratio of shares (shr%) between the target and the basic audience.

Avr # is an Avr index in absolute values.
This is an average number of viewers having viewed the advertisement. The index is represented in the form of hundreds ('00).

Avr% (Advertising Average Audience) is an advertisement rating.
This is an average percentage of the advertisement’s viewers. The Avr% calculation formula is equal to Rat%.

Beta coefficient% (Beta coefficient) is a share coefficient. This figure defines the “channel success” in the program broadcasting interval in comparison with the other channels in terms of the audience obtained by this program. The ratio between the Alpha coefficient of the program (Alfa coefficient%) and the Alpha coefficient of this time period for total TV (Alfa coefficient% Total TV is equal to Alfa coefficient%, but for the whole TV).

Bsh% (Broadcast share) is a broadcast share. This is a share taken by the program according to its broadcasting time in the total broadcasting time on the channel (eg. 24 hours).

Cases. The number of people representing the target group in the TV Panel’s selection. This variable figure calculated for a few days is the unique number of people over the period.

Cov# means the Cov index in absolute values. The number of people in the target group which were in contact with at least one event from the package, for at least 1 second. This index is represented in the form of hundreds ('00).

EqGrp% (equivalent Grp%). The rating of the video brought to 30 seconds equivalent, taking into account the coefficients (New Cost Factor) according to the video duration (in conformity with official channels’ price-lists).

Fid% is the fidelity Index. The index defines what is the average percentage of program watched by each of its viewers. Fid = 100% means that all viewers having contacted with an event watched it from the beginning till the end.

Final means the final data. The data on TV viewing by the TV Panel members provided on the third day after the events broadcasting.

Grp# means the Grp index in absolute values. This is the total number of viewers of the events package. The index is represented in the form of hundreds ('00).

Grp% (Gross Rating Point). This is the total ratings of some events package. It is calculated in percents, but may be over 100%. For the purpose of calculating commercial Grp%, post-analysis of the promotional campaigns price effectiveness and the budgets planning the Grp% index is brought to 30 seconds standard duration (WGrp%, EqGrp%). One rating point is equal to one percent of the selected target group.

Grx%. The total coverage (Rch%). This is the total number of contacts for some events package.

New Cost Factor. This is a coefficient to bring the video’s rating up to 30 seconds equivalent (according to the official channels’ price-list).

OTS (Opportunity To See). This figure defines how many times, on average, each person from the target group who was in contact with at least one of several events (was in Cov) watched the events. For example 52% of the target audience have contacted the advertising campaign at least once (Cov figure, frequency 1 +) and on average, each of them watched three videos from this campaign (OTS rate).

Overnight means the preliminary data. The data on TV viewing by the TV Panel members provided on the day following the day of the event’s broadcasting.

People-meter is an electronic device registering the TV channels watching and the viewing behaviour of each individual in the household and the household as a whole, including guests. This is continuous each second measurements carried out throughout the 24 h. throughout the whole year. The device is connected to each TV set in the household (number of People-meters = number of TV sets).

Rat # (Rating) is the Rat index in absolute values. The average number of viewers who were watching the event / TV channel each second. The value is in the form of hundreds ('00). For example, the rating (rat #) of the event “Football. World Cup 2006. Italy-Ukraine. 1/4 final” amounted to 30,442.76, among men (age 4 + years) that means that the average number of men aged 4 years old and older who watched the 1/4 final between Italy and Ukraine (World Cup 2006) made up 3 million 44 thousand 276 viewers.

Rch# is the Rch figure in absolute values. The average number of people that was covered by the event (was in contact for at least 1 second). The figure is in the form of hundreds ('00).

Sam. The number of people from the TV Panel’s selection who were in contact with an event / TV channel for at least one second. It may have the aggregate or average value as a result for several events (programs, days).

Sat% (Saturation index) is the index of the advertisement saturation. The ratio between the duration of advertisement / sponsorship blocks / announcements appeared in the program, and the total program’s duration. Sat% _AP means the announcements saturation. Sat% _BR means the advertisement / sponsorship blocks saturation.

Target Cases
The number of people representing the target group in the TV Panel’s selection. This variable figure calculated for a few days is the average number of people for the period.

Target#. The number of people representing the target group of the TV Panel in general totality.

Tvr# is the Tvr index in absolute values. The average number of viewers who watched TV within a certain period of time. The figure is represented in the form of hundreds ('00).

WGrp% (Weighted Grp%)
This is the advertisement rating brought to 30 seconds equivalent. It is calculated in proportion to the video duration.

30s CPP (Cost Per Point 30 sec)
The cost of one rating point for a 30 seconds advertisement (according to the official channels’ price-list).

Autopromotion
The advertisement of the own channel’s projects (not announcements). It takes place in the Autopromotion block.

Analog household
The household characteristics determining that the TV channels reception is done by the terrestrial antenna or analog cable.

Announcement. The advertisement of the own channel’s TV programs.

Tele-shopping Block. Any sequence of commercials aimed at selling goods on air. It may take place within the tele-shopping program.

Selective Totality. This is a part of the general totality which is selected according to specific rules in such a way that its characteristics reflect the features of the general totality. Thus, only a part of the general totality is studied, but in such a way that it is possible to get a complete picture of the totality in general. The selective study of the TV audience (TV Panel) in Ukraine is 2,540 households. The TV Panel normally has three selections: the cities with population over 50 thousand (selection 50 + thousand); the towns with population less than 50 thousand (selection 50 - thousand); all Ukraine.

General Totality
This is the totality on which the researcher distributes the research conclusions by studying only its part (see the Selective totality). The General Totality of the TV Panel in Ukraine: the audience aged over 4 years old; the households having at least one TV set, living in Ukraine (villages, cities 50 thousand -, cities 50 thousand +).

Household. This is one or several persons having common household, having at least one TV set and living in one house involved in the TV Panel and provided with People-meter. All persons aged 4 years old and older are studied in the household.

Terrestrial household. Theses are the household’s characteristics determining that the household has only the terrestrial antenna.

Cable household. Theses are the household’s characteristics determining that the household has the cable reception, but this does not exclude the terrestrial antenna’s presence.

Monitoring data. The record of advertising and program events broadcasted on TV channels. The data are provided by Monitoring company “Communication Alliance”. While processing by GFK Ukraine the monitoring data shall be combined with the TV audience watching data (it allows assessing the programs and advertising performance).

Prime-time. This is the time of period when the largest number of viewers watches TV, e.g. from 19:00 till 24:00 on weekdays and all the daylong on weekends. The advertising price in prime time is the most expensive.

Regional Advertising Block. The block is limited by opening and closing frame (the mark like “for publicity purpose”, “advertising”, etc.) with some remark on the regional coverage.

Advertising Block. The block is limited by opening and closing frame (the mark like “for publicity purpose”, “advertising”, etc.).

Sponsorships Block
It is limited by the mark “the partner of the show”, “the sponsor of the show”, “the sponsor of the program”, "the sponsor of the project ".

Lifestyle. The characteristics of respondents and their families which reflect the ways of leisure; consumption of food and consumer goods; presence of or intention to buy some home appliances, car, etc.; use of modern technology (internet, mobile phone, etc.). These data are available, along with socio-demographic characteristics in the software and enable to have the detailed analysis of the TV channels audience, the program content and the planning of advertising campaigns. The individual lifestyles characteristics are available for the audience starting from 14 years old.

Satellite Household. The household characteristics determining that the household has a satellite TV, but this does not exclude the presence of terrestrial antenna or cable reception.

TV Panel. Quantitative sociological research aimed to determine the television audience and each TV channel due to the electronic device (People-meter).
The households are selected into the Panel for a long-term participation into the study. The company -operator measuring the TV audiences in Ukraine since 2003 is an international research company “GFK Ukraine”. Since 2008 this is a national research which includes 2,540 TV households.

Organizational Research. This is a research aimed at determining the socio-demographic characteristics of the households and their structure according to the TV equipment (the number of TV sets, type of reception, etc.). The results of the organizational research (together with the data from the State Ministry of Statistics of Ukraine) are the source for determination of the control parameters under which the research’s representative selection (TV Panel) shall be built; as well as the basis for households’ invitation to participate in the TV Panel.

Digital Household. This is a household that has the technical ability to receive digital channels.