What is Viewergraphics

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VIEWERGRAPHICS CASE STUDY

• What is Viewergraphics?
• Defines audiences (targets) based on their
  viewing habits and not just their demographic
  status
• Links into other KMR Software reporting tools if
  market requires
• Able to better link APC or TGR codes to get a
  more specific target audience

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• Why use Viewergraphics?
• To improve campaign performance by better
  understanding advertisers targets viewing
  behaviour
• Explore viewing patterns of target audiences
  by commercials, programmes or timebands

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• THE APPRENTICE
• Using Viewergraphics to define the audience of
  the BBC2 program The Apprentice.
• Combining the Viewergraphic with APC codes to be
  used in other KMR Software programs to enhance
  media planning and advertising.

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Step 1 Enter in the Areas and Time Period that
the analyses is to be based on.

Note Remember NOT to include Grampian, Meridian
(CL) or Meridian (SW) as these regions are
already covered by STV/Scotland and Total
Meridian/MSE respectively Only use these when
looking at historic data pre 2002.
As this case study is focusing on The
Apprentice I have chosen a 4 week period between
March 7th and April 3rd 2005 in the Time Period
section.
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Step 2 In the Time Bands or Programmes section
click on Add Daypart to bring up the daypart
definition screen. On this screen you can type in
your own dayparts if you wish but as we have a
certain programme we want to create an audience
for, we need to click on Programme Daypart which
will bring up a screen as shown
Choose a TV channel in which to search for the
programme in our case BBC TWO and in the search
string type The Apprentice and click on Search
for programmes. This will bring up a whole list
of episodes shown over the 4 weeks including
omnibus episodes. We, however, are only
interested in the main Wednesday night episodes
you must highlight and then appear in the middle
box as shown above. Give this daypart we have
created a descriptive title and click ok.
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Step 3 We are now ready to Generate data which,
once completed, will bring you back to the main
screen. Click on Viewergraphics/Speed Report
Definitions. This is where we can actually
define our audience.
A screen like the one on the left should pop up.
If you double-click on the Audience Box you can
define your audience. In this case, I am looking
at men ABC1. In the Definition Type box I have
chosen Weight of Viewing and want to include all
abc1 men who have watched at least 3 mins of
each of the 4 episodes.
Type in Title
Define your audience
Once you have determined your audience, give your
audience a descriptive name and then click
Re-Calc and Save to file. Note You can make
several different audiences using the same
dayparts by clicking on New (Copy) and changing
any information you want and then resaving.
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Using a Viewergraphic in other programs
You have now created your Viewergraphic which you
can use in other programs. For Example Once the
series is over there could be DVD of the series
out to buy. You could not advertise on the BBC
so it is necessary to find out what programs they
watch on commercial television to advertise
within those spots. This can be done using Top
Programmes as I shall demonstrate.
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Select the areas, time period and channels you
wish to look at as you have previously done on
Viewergraphics. In the Audience category you are
able to use the saved audience you created in
Viewergraphics. You will find this in Viewer
Files within the User-defined data section.
Select your base and add the saved file we
created in the target audience area as shown
below.
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Once you click on Generate, a box like below will
appear. You may wish to choose Any day, any time
(Best Episode) in order to avoid repetition of
popular programmes i.e.- Coronation Street etc.
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Once the data has been generated you should get a
programme report like the one below. I chose
the same time period as in Viewergraphics so what
this shows us is that ABC1 Men who watched 3
minutes of The Apprentice also watched the
programmes below.
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Using APC codes in Viewergraphics
If The Apprentice did want to advertise its DVD
you may want to target your audience even more
specifically. APC codes can help you do
this. For Example Using the APC Code Book
October 2004 - Amount spent in the last year on
activities Nothing Up to
50 50 to 99 100 to 249
250 or over Buying or renting DVDs
02167 02177
02187 02197
02207
In order to target men who watch The Apprentice
and who also spend up to 50 a year on DVD's we
can include the code circled above into the
original Viewergraphic we created.
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In the Viewergraphic/Speed Report Definitions
section of Viewergraphics double click on
Audience and type in the code above into the
target audience box as shown below
Recalculate and save the viewergraphic again
perhaps with a new name and this can again be put
into Top Programmes to find out what programmes
this target audience watches. Note Although APC
codes can target your audience more specifically,
as a result, sample sizes may be low.