Designing Metrics for Measurement of Commercial Advertising on Audiences in IRIB

Abstract

Emerging new media and their attractiveness for audiences seems to be a challenge for television to keep its dominant share from advertising market. One of the most important reasons of this challenge is lack of metrics for measurement of advertisings influence which by them advertisers able to evaluate the advertising efficiency and make better planning, while the new media as rival of television offer very detailed information about audiences response. According to demand of advertisers for precise measurement of advertisings effect, managers of television should focus on newer and more effective tools for measuring the advertising influence in television to save and increase their share from advertisings market. The paper using the literature review and using the elite points of view and by content analysis approach suggests six major metrics. These includes advertising ranking, Engagement, total viewership, selection activities, audience participation, sale effect and operational metrics related to each one. Finally suggestion for economic managers of television especially IRIB has been made which may result to increase of advertisers attention to advertisings and make mechanism of television advertisings more productive.

Keywords

• Advertising influence
• Designing Metric
• IRIB
• Media Advertising
• metrics