Data and analytics firm GlobalWebIndex has launched a new tool designed to measure global TV reach and frequency statistics.
For media planners, this presents the capability to plan TV campaigns across 44 international channels in 42 markets including EMEA, APAC and the Americas and target niche, micro-audiences using over 40,000 attributes on each internet user.
TV Reach & Frequency queries data from GlobalWebIndex’s global panel about how frequently a channel is watched, at what times of day and the average time spent watching the channel during each daypart.
“Our new solution allows media agencies and brands to run successful international TV campaigns – from concept through to activation and measurement”, states Jason Mander, Chief Research Officer at GlobalWebIndex. “With data that’s globally consistent, measured equally across all markets, it’s possible to get a much broader understanding of international audiences and the opportunities within.”
When it comes to measuring international TV campaigns, current research into viewing habits and behaviours can be too narrow in scope and it can take too long to accrue the right data. When this approach is scaled to international campaigns, it leaves advertisers without an up-to-date and harmonised view of performance and optimisation options.
With GlobalWebIndex’s quarterly data releases, media owners using TV Reach & Frequency can also prove the impact of media across global audiences, drive ad sales revenue streams from global audiences and compare an owned channel against international competitors with the most up-to-date insight, when they need it most.
Additionally, an intuitive user interface makes it far easier for media owners and planners to convert data to insight. TV Reach & Frequency will be presented to GlobalWebIndex customers in the same way as its audience profile data so media professionals can measure reach and frequency in one place, using one methodology for the first time.
Reaching the most desirable consumers
With over 40,000 attributes on each internet user TV Reach & Frequency can also move beyond income brackets to target and measure previously untapped audiences.
International TV channels are a powerful means to reach high-end shoppers and business leaders. However, there are millions of highly valuable TV viewers who fall outside the top income segment, highlighting huge potential for other premium brands who are looking for highly active consumers.
Jason Mander explains, “In short, TV Reach & Frequency means there are less barriers in place when it comes to driving sales. Having globally harmonized data at your fingertips replaces the guesswork. Clients and prospects get a true view of who their campaign could reach, and sales reps get the insights they need to back up their ideas. In a wider sense, this marks an important shift for TV advertising into the digital age, through data innovation.”
