TV

Project purpose:

• Advertising campaign audit
• TV advertising market size and TV advertising expenditures analysis
• Confirming of national broadcasting events retranslation in regions

TV advertising monitoring has been conducted since April 1995.  Within the framework of the project broadcast of TV channels in 33 Russian cities is registered by special round-the-clock TV signal digital recording stations located in each of the research locations.

All video records are processed at TNS Media Intelligence Moscow office. TV broadcast monitoring protocols are composed of broadcast events (TV programmes, blocks of commercials, and commercials). Broadcast events are sorted by name, starting time and duration; commercials are sorted by advertiser, trademark and product class.

To ensure 100 per cent match of protocols with the TV channels broadcast all national channels are monitored twice. All human-factor monitoring defects are eliminated by independent preliminary analysis results comparison.

Regional TV broadcast analysis is a two-stage process. First, to confirm retranslation of the national broadcast events Moscow broadcast is compared with the regional one. The procedure is automatically conducted by applying Image Identifying Theory. After that unrecognized broadcast is manually processed by operators.

One of the key objectives of monitoring is registering national broadcast events retranslation facts. It’s the basis of the following national TV channels audience definition.

Each commercial is registered by its placement price defined according to official TV company and media seller pricelists in USD without taxes, positioning extras and discounts including volume and placement type ones (fixed or floating). This information helps researchers turning from TV air protocols to advertising expenditures evaluation.

Apart from direct advertising, all types of sponsorship advertising is registered on the following Moscow TV channels: Domashny, Kultura, NTV, Pervy Canal, Rossia, REN-TV, Sport, STS, TV Center, TNT.

Since 2002 programme announcements are also registered. By July 1, 2008 this type of monitoring is conducted on 2x2, Euronews, Domashny, DTV, Zvezda, NTV, Pervy Canal, Ren TV, Rossia, Sport, STS, TNT, TV Center.

Moscow TV channels monitoring data are delivered daily 48 hours after the broadcasting moment. The region advertising monitoring data are delivered weekly.

Monitoring results are provided in Palo MARS AdEx database or in MS Excel tables or in hard copy.