This is a TV Advertising Metric Dashboard (Diamond) Report, it is one of reports that Balanced Scorecard Designer can generate for TV Advertising KPI. With this software you can also design your own scorecards, KPIs and metrics.

TV-advertising scorecard

Report includes: 1 day(s), from 28.10.2008 to 28.10.2008

Name

Start value

End value

Dynamic

Contains

TV-advertising scorecard

52,1 %

0 %

Financial perspective	(37,6%, 0%)
Internal perspective	(67,2%, 0%)
Growth and development perspective	(1,6%, 0%)
Customer perspective	(56,1%, 0%)

Graph for TV-advertising scorecard

Data for TV-advertising scorecard

Dates	Value
28.10.2008	52,1

Financial perspective

Name

Start value

End value

Dynamic

Parent

Contains

Financial perspective

37,59 %

TV-advertising scorecard

Indicators

CPT (cost per thousand) - average cost of reaching 1 000 individuals from a target group

Cost TV ad /Sv (cost of TV advertising to sales volume ratio)

Cost TV ad /Sn (cost of TV advertising to sales number ratio) *

Cost TV ad / In ratio (Cost of TV advertising to number of Inquiries ratio) *

CPC/CPI ratio (cost per contact to cost per inquiry ratio) *

* - Information for this metric is limited in sample report Description TV advertising in view of finance

Graph for Financial perspective

Data for Financial perspective

Dates	Value	Weight
28.10.2008	37,59	1

CPT (cost per thousand) - average cost of reaching 1 000 individuals from a target group

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	CPT (cost per thousand) - average cost of reaching 1 000 individuals from a target group	56	56	0	%	Minimize	Financial perspective

Description CPC allows for cross-comparison across different media types and media vehicles. It is usually high for TV
Target description With a view to cost-cutting it is useful to keep it as low as possible.

Graph for CPT (cost per thousand) - average cost of reaching 1 000 individuals from a target group

Data for CPT (cost per thousand) - average cost of reaching 1 000 individuals from a target group

Dates	Weight	Min	Max	Value
28.10.2008	6	0	100	56

Cost TV ad /Sv (cost of TV advertising to sales volume ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Cost TV ad /Sv (cost of TV advertising to sales volume ratio)	89,7	89,7	0	%	Minimize	Financial perspective

Description Though there is no evidence for the direct relations between C and S, this ratio shows the general trend. C/S differs from industry to industry, largely depends on competition and allows for budgeting and for comparison with competitors' activities and with the average for the industry.
Target description With a view to cost-cutting it is useful to keep it as low as possible.

Graph for Cost TV ad /Sv (cost of TV advertising to sales volume ratio)

Data for Cost TV ad /Sv (cost of TV advertising to sales volume ratio)

Dates	Weight	Min	Max	Value
28.10.2008	1	0	100	89,7

Internal perspective

Name

Start value

End value

Dynamic

Parent

Contains

Internal perspective

67,18 %

TV-advertising scorecard

Indicators

Budget allocated for the TV advertising/ budget spent

Percentage of TV campaigns that fail to start in due time

Description TV advertising and internal processes

Graph for Internal perspective

Data for Internal perspective

Dates	Value	Weight
28.10.2008	67,18	3

Budget allocated for the TV advertising/ budget spent

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Budget allocated for the TV advertising/ budget spent	70,05	70,05	0	%	Maximize	Internal perspective

Description As a rule, the Marketing Communication Plan identifies the strategies, objectives, budgets and the range of the marketing communications activities, including TV advertising. If the budget spent is significantly low or above the specified, it is the reason for making inquiries into the work of marketing and advertising departments. It is especially important with TV advertising as its budgets are among the highest.
Target description The budget spent on TV advertising should match as closely as possible the budget allocated and specified in the MCP. That is to say to the ratio should equal to 100%.

Graph for Budget allocated for the TV advertising/ budget spent

Data for Budget allocated for the TV advertising/ budget spent

Dates	Weight	Min	Max	Value
28.10.2008	6	0	150	70,05

Percentage of TV campaigns that fail to start in due time

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Percentage of TV campaigns that fail to start in due time	2,1	2,1	0	%	Minimize	Internal perspective

Description This indicator may reveal some inefficiency either in management or in the competence of the personnel involved and may indicate that close monitoring of the work of marketing and advertising departments is required.
Target description ideally, this ratio should equal to 0.

Graph for Percentage of TV campaigns that fail to start in due time

Data for Percentage of TV campaigns that fail to start in due time

Dates	Weight	Min	Max	Value
28.10.2008	4	0	100	2,1

Growth and development perspective

Name

Start value

End value

Dynamic

Parent

Contains

Growth and development perspective

1,58 %

TV-advertising scorecard

Indicators

SOVTV ad/SOM ratio (share of voice/share of market)

SOVTV ad/Competitors' SOVTV ad ratio

Description TV advertising in view of growth and development

Graph for Growth and development perspective

Data for Growth and development perspective

Dates	Value	Weight
28.10.2008	1,58	1

SOVTV ad/SOM ratio (share of voice/share of market)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	SOVTV ad/SOM ratio (share of voice/share of market)	98,5	98,5	0	%	Minimize	Growth and development perspective

Description Share of voice is the total of all TV advertising expenditures (TV adspend), that is all advertising by all players, analyzed in the proportions each player has made to the total and its relations to the market share. In fact, this information cannot be obtained in-house and must be purchased.
Target description the ratio should equal to 1, that is to say SOV=SOM, otherwise there appear a disequilibrium, though the company may choose to create it pursuing some of the strategies.

Graph for SOVTV ad/SOM ratio (share of voice/share of market)

Data for SOVTV ad/SOM ratio (share of voice/share of market)

Dates	Weight	Min	Max	Value
28.10.2008	6	0	100	98,5

SOVTV ad/Competitors' SOVTV ad ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	SOVTV ad/Competitors' SOVTV ad ratio	3,4	3,4	0	%	Maximize	Growth and development perspective

Description Total of all TV advertising expenditures (TV adspend) of the company in comparison to the TV advertising expenditures made by main competitors. SOV indicates what company has more chances that its messages will be seen. In fact, this information cannot be obtained in-house and must be purchased.
Target description SOVTV ad/Competitors' SOVTV ad equal/ more than 100%

Graph for SOVTV ad/Competitors' SOVTV ad ratio

Data for SOVTV ad/Competitors' SOVTV ad ratio

Dates	Weight	Min	Max	Value
28.10.2008	4	0	200	3,4

Customer perspective

Name

Start value

End value

Dynamic

Parent

Contains

Customer perspective

56,05 %

TV-advertising scorecard

Indicators

TVRs - rating points

OTS - opportunity to see

TARPs - Target Audience Rating Points *

Awareness growth (%) following the TV ad campaign *

OTS/In ratio (opportunity to see to number of inquiries ratio) *

Inquiries growth (%) following the TV ad campaign *

* - Information for this metric is limited in sample report Description TV advertising from customers' point of view

Graph for Customer perspective

Data for Customer perspective

Dates	Value	Weight
28.10.2008	56,05	5

TVRs - rating points

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	TVRs - rating points	425,5	425,5	0	%	Maximize	Customer perspective

Description Measurements of television audiences, which multiply reach by frequency (or OTS) to give the probable coverage and repetition of ads. 1 TVR represents 1% of all homes which have a TV set in the region to which the program is broadcast.
Target description To schedule ads in order to cover at least 250-300 TVRs for a campaign.

Graph for TVRs - rating points

Data for TVRs - rating points

Dates	Weight	Min	Max	Value
28.10.2008	1	0	500	425,5

OTS - opportunity to see

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	OTS - opportunity to see	3,432	3,432	0	Score	Maximize	Customer perspective

Description OTS means how many times a representative of a TA will have an opportunity to see an ad.
Target description To schedule ads in order to get minimum of 3 OTS for a campaign.

Graph for OTS - opportunity to see

Data for OTS - opportunity to see

Dates	Weight	Min	Max	Value
28.10.2008	1	0	6	3,432

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 20.11.2008 17:34:03