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TV-advertising scorecard

Report includes: 1 month(s) 49 day(s), from 06.04.2008 to 25.05.2008

  Name Start value End value Dynamic Contains
Root TV-advertising scorecard 68,15 % 52,88 % -15,27 %
Financial perspective(78,4%, -12,67%Down)
Internal perspective(85,3%, -3,16%Down)
Growth and development perspective(25,4%, 16,4%Up)
Customer perspective (33,8%, -29,39%Down)

Graph for TV-advertising scorecard

Graph for TV-advertising scorecard

Data for TV-advertising scorecard

DatesValue
06.04.200868,15
13.04.200846,39
20.04.200858,49
27.04.200838,31
04.05.200843,66
11.05.200852,52
18.05.200830,76
25.05.200852,88

Financial perspective

  Name Start value End value Dynamic Parent Contains
Root Financial perspective 91,08 % 78,41 % -12,67% 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

Graph for Financial perspective

Data for Financial perspective

DatesValueWeight
06.04.200891,081
13.04.200861,721
20.04.200874,61
27.04.200883,241
04.05.200842,311
11.05.200847,921
18.05.200839,911
25.05.200878,411

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
Root CPT (cost per thousand) - average cost of reaching 1 000 individuals from a target group 0,6 11,1 + 10,5 % 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

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

DatesWeightMinMaxValue
06.04.2008601000,6
13.04.20086010025,2
20.04.2008601007,1
27.04.2008601006
04.05.20086010055,5
11.05.20086010026,5
18.05.20086010076,2
25.05.20086010011,1

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

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Cost TV ad /Sv (cost of TV advertising to sales volume ratio) 8,7 79,7 + 71 % 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)

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)

DatesWeightMinMaxValue
06.04.2008101008,7
13.04.20081010082
20.04.20081010051,1
27.04.20081010020,2
04.05.20081010063,2
11.05.20081010088,9
18.05.2008101001,7
25.05.20081010079,7

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

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Cost TV ad /Sn (cost of TV advertising to sales number ratio) 14,7 52 + 37,3 Score Minimize Financial perspective
Description Cost TV ad / Sn ratio shows the cost per sale (CPS) (especially valuable for direct response TV advertising) if it decreases it means that the number of customers is growing (together with a number of new customers) and that the advertising is efficient.
Target description With a view to advertising efficiency the less this indicator is the better.

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

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

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

DatesWeightMinMaxValue
06.04.20081010014,7
13.04.20081010018,5
20.04.20081010026,5
27.04.20081010063,9
04.05.20081010013,9
11.05.20081010098,4
18.05.2008101004,9
25.05.20081010052

Internal perspective

  Name Start value End value Dynamic Parent Contains
Root Internal perspective 88,42 % 85,26 % -3,16% 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

Graph for Internal perspective

Data for Internal perspective

DatesValueWeight
06.04.200888,423
13.04.200884,943
20.04.200821,223
27.04.200817,43
04.05.200837,663
11.05.200850,063
18.05.200815,083
25.05.200885,263

Budget allocated for the TV advertising/ budget spent

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Budget allocated for the TV advertising/ budget spent 133,65 125,25 -8,4 % 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

Graph for Budget allocated for the TV advertising/ budget spent

Data for Budget allocated for the TV advertising/ budget spent

DatesWeightMinMaxValue
06.04.200860150133,65
13.04.200860150144,15
20.04.20086015017,55
27.04.20086015015,6
04.05.20086015050,85
11.05.20086015087,75
18.05.20086015031,8
25.05.200860150125,25

Percentage of TV campaigns that fail to start in due time

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Percentage of TV campaigns that fail to start in due time 12,6 12,1 -0,5 % 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

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

DatesWeightMinMaxValue
06.04.20084010012,6
13.04.20084010031,8
20.04.20084010064,5
27.04.20084010072,1
04.05.20084010056,7
11.05.20084010062,6
18.05.20084010094,1
25.05.20084010012,1

Growth and development perspective

  Name Start value End value Dynamic Parent Contains
Root Growth and development perspective 9,02 % 25,42 % + 16,4% 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

Graph for Growth and development perspective

Data for Growth and development perspective

DatesValueWeight
06.04.20089,021
13.04.200831,861
20.04.200846,241
27.04.200869,921
04.05.200857,281
11.05.200843,541
18.05.200815,641
25.05.200825,421

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

  Name Start value End value Dynamic Measure units Optimization method Parent
Root SOVTV ad/SOM ratio (share of voice/share of market) 88,7 57,9 -30,8 % 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)

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

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

DatesWeightMinMaxValue
06.04.20086010088,7
13.04.20086010051,7
20.04.20086010027,2
27.04.20086010033
04.05.20086010052,2
11.05.20086010072,1
18.05.20086010081,6
25.05.20086010057,9

SOVTV ad/Competitors' SOVTV ad ratio

  Name Start value End value Dynamic Measure units Optimization method Parent
Root SOVTV ad/Competitors' SOVTV ad ratio 11,2 0,8 -10,4 % 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

Graph for SOVTV ad/Competitors' SOVTV ad ratio

Data for SOVTV ad/Competitors' SOVTV ad ratio

DatesWeightMinMaxValue
06.04.20084020011,2
13.04.20084020014,4
20.04.20084020012,8
27.04.200840200148,6
04.05.200840200143
11.05.200840200134
18.05.20084020023
25.05.2008402000,8

Customer perspective

  Name Start value End value Dynamic Parent Contains
Root Customer perspective 63,22 % 33,83 % -29,39% 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

Graph for Customer perspective

Data for Customer perspective

DatesValueWeight
06.04.200863,225
13.04.200823,15
20.04.200880,075
27.04.200835,555
04.05.200844,815
11.05.200856,725
18.05.200841,365
25.05.200833,835

TVRs - rating points

  Name Start value End value Dynamic Measure units Optimization method Parent
Root TVRs - rating points 299,5 384 + 84,5 % 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

Graph for TVRs - rating points

Data for TVRs - rating points

DatesWeightMinMaxValue
06.04.200810500299,5
13.04.200810500359
20.04.200810500127,5
27.04.200810500469
04.05.20081050029,5
11.05.20081050055,5
18.05.200810500185,5
25.05.200810500384

OTS - opportunity to see

  Name Start value End value Dynamic Measure units Optimization method Parent
Root OTS - opportunity to see 5,46 0,276 -5,184 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

Graph for OTS - opportunity to see

Data for OTS - opportunity to see

DatesWeightMinMaxValue
06.04.20081065,46
13.04.20081060,96
20.04.20081065,964
27.04.20081064,596
04.05.20081062,274
11.05.20081060,294
18.05.20081060,096
25.05.20081060,276

TARPs - Target Audience Rating Points

  Name Start value End value Dynamic Measure units Optimization method Parent
Root TARPs - Target Audience Rating Points 490 308 -182 % Maximize Customer perspective
Description TARPs measure reach and frequency against specific demographic audiences, across a wide range of criteria (geographic, gender, age, socio-economic bracket). These are the most effective guide for advertiser, since they allow the media-planner to devise a schedule that will deliver the largest relevant audience for the available budget.
Target description To schedule ads in order to cover at least 210 TARPs for a campaign

Graph for TARPs - Target Audience Rating Points

Graph for TARPs - Target Audience Rating Points

Data for TARPs - Target Audience Rating Points

DatesWeightMinMaxValue
06.04.200810500490
13.04.200810500441,5
20.04.200810500195
27.04.200810500105,5
04.05.200810500364
11.05.200810500224
18.05.200810500168,5
25.05.200810500308
Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 29.04.2008 0:00:41

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