TV, kantar, wpp, mr

1. Target Group Ratings
(TGRs) Currency data to enhance the
planning, buying and selling of TV airtime
Analyse TV audiences beyond simple
demographics (brand & product use,
lifestyles etc)
Maximise sales revenue from TV
channels by uncovering new efficiencies
Exploit data more tailored to client needs
and understand more about their targets
Reduce budget wastage by identifying
more subtle and relevant targets
Details overleaf > > >

2. Target Group Ratings (TGRs)
Target Group Ratings is a nationally representative survey of adults (aged 16+) in
Britain, released twice a year. It is created by fusing TGI on to BARB (the currency
measure of TV audiences in the UK).
Since BARB only provides demographic information about TV audiences, the addition of
TGI data creates an enhanced currency that brings out far more subtleties in TV viewing
audiences, including:
• Product usage
• Media habits
• Leisure activities
• Lifestyles
• Attitudes
TV audience insight beyond demographics
There have never been more TV choices for the viewer and consequently clients
demand the most efficient targeting of existing and potential customers to reduce
media wastage in such a cluttered and competitive market.
Targeting with TGRs rather than BARB data alone can add immeasurably to the
efficiency of a campaign. For example, if targeting Xbox 360 owners without TGRs,
the planner might select a target of men aged 16-34 as a surrogate for Xbox 360
owners. However, the viewing pattern across the day for Xbox 360 owners differs quite
markedly from the surrogate audience of 16-34 men. Late evening is a particularly
efficient time for reaching Xbox 360 owners on ITV1. Not only is this valuable
information for the planner trying to achieve efficiencies, but also for the sales person
seeking to maximise the value of their airtime.
TGRs data is capable of further valuable insights, including an application within
optimisation software which allows the user to identify the most effective way of
reaching a target group.
For more information, please get in touch:
T: +44 (0)20 8433 4000
E: tgihotline@kantarmedia.com
W: www.tgisurveys.com