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TV Monitoring provides reports on advertising data per channel certifying not only the occurrence of a specific advertisement according to media plan but also its actual time and duration for the use of broadcasters, advertising agencies and advertisers. The Yerevan based TV monitoring project, which complements CMSPA’s television ratings project, has started providing important information to the media sector. TV monitoring project provides advertising data per channel certifying not only the occurrence of a specific advertisement according to media plan but also its actual time and duration. These data can be used by broadcasters, advertising agencies and advertisers to provide certification that ads ran as planned and can be used for market and competitive analysis.
The monitoring program utilizes specially designed analytical software that integrates monitoring data and prepares daily grids that compare and contrast all monitored TV channels, TV programs and advertising. The project provides a tool to compare viewing behavior during time segments, obtain a general analysis of the TV ad market, and evaluate the reach, frequency and composition of television advertising.
Advertising Peak Trends
TV MONITORING DURING PRESIDENTIAL ELECTION CAMPAIGN 2008
During February, 2008 IREX CMSPA monitored television advertisements for Yerevan market with a special focus on advertisements of presidential candidates’ ads during the pre-election campaign. According to the decree of the Central Electoral Commission of Armenia, pre-election campaign for the presidential elections includes the period from January 21 to February 17, 2008.
Based on television monitoring data, CMSPA research department prepared advertising volume reports on the presidential candidates. CMSPA quantified advertising volumes of pre-election campaigns of nine presidential candidates in the Armenian television outlets. According to the monitoring data, Artashes Geghamyan was in the first place by the volume of advertising seconds (114 min) on H1, the second was Vahan Hovhannisyan by the 110 ad minutes, and the third was Artur Baghdasaryan (105 min). The data for H1 for the all nine candidates is presented in the below chart:
Chart 2 presents monitoring data for the rest of channels and presidential candidates by their advertising volumes on H1, Armenia TV, Shant TV, and H2.
TV MONITORING DURING PARLIAMENTARY ELECTION CAMPAIGN
During May 2007 IREX CMSPA research department monitored television broadcasting in the Yerevan market with a special focus on advertisements of political parties during the parliamentary election campaign.
Central Electoral Commission of Armenia (CEC) adopted by lottery the duration and order of free and paid airtime for the election campaign of 24 political parties and one alliance on H1, the Armenian Public Television. According to the decision of the CEC, from April 10 to May 10 through the election campaign the duration of free airtime was 2 minutes, 3 minutes of paid airtime raised to 8 minutes from April 25. The political parties and one alliance had 60 minutes of free and 120 minutes of paid airtime for their campaign, every day from 5:15 PM to 9.00 PM.
Based on television monitoring data, CMSPA research department prepared advertising volume reports on the political parties running for the parliamentary elections. CMSPA quantified advertising volumes of pre-election campaigns of political parties in the Armenian television outlets. According to the monitoring data, Prosperous Armenia Party was in the first place by its volume of advertising seconds (172.9) on H1, the second was New Times Party by its 172 ad seconds, and the third was People’s Party (160 seconds). The data for H1 for the all 24 parties and alliance is presented in the below chart.
Chart 2 presents monitoring data for the rest of channels and top eleven political parties by their advertising volumes on each channel.
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