Market Research

          As there are many products similar to Polos, there are many adverts which we have to compete with. We need to make our advert stand out from all of the rest, and have the audience feel attracted more to ours than to others. For us to know how we should make our advertisement different, we need to look at others already out there to get a sense of what needs to be different. I will look at various advertisements from the past/present and will analyse them. By the end of this task, I hope to find out how forms and styles are effectively used and which adverts are popular with audiences. 



          The first advertisement I have found is a 2012 advertisement by the company Mentos. This advertisement helps me understand what people like right now at this present time as it has very recently been on TV. I, personally, do not find this advertisement very funny and this has helped me realise that, when making an advert in the style of comedy, it can either go very well or very badly. I do not feel that this advertisement has been created badly, I just think that the humour is rather poor, with the joke element to it not being very humorous. I do, however, feel that this advertisement has been thought about well and it fits in with the times; I feel this because there have been a lot of programmes/films out relating to the Sci-Fi genre, such as The Hunger Games, Prometheus, and Chronicle. People who like this genre, and the style of comedy, will relate to this advert which means that they are more likely to find it interesting and want to go out and purchase the product.

   


        I then found another Mentos advert, still in the style of comedy, advertising the same product. It shows a man saying "eeny, meeny, miny, moe, catch a tiger by the toe" etc. whilst trying to select which mint to have. He then looks down and a tiger is caught, by the toe, in a trap and replies to him "do I really need to holler?". This is a comedic advertisement, which I did find funny so I thought that Mentos made an improvement. It could have easily, though, went the other way and I may not have found it funny at all. I think that the company chose to create an advertisement that would come up on screen and be very random to attract all audiences and not targeting it at a specific audience; this means that it appeals to more people and they may get more customers. Also, the fact of it being spontaneous means that people are more likely to remember it as it is very memorable and something to talk about. This advertisement has been taken well and is well liked, and I feel that the comedic route they have taken has paid off and this is a good advertisement overall. 


          

          This advertisement is from a company Eclipse selling their new "chewy mints". It is, like the others, in the style of comedy; I feel that this advertisement pulls this style off the best. It shows a man and a woman waking up in bed, with the man offering the woman a mint. They look rather scruffy, as they have just woken up, which people can relate to as they too themselves probably look like this in the morning. He then passes the mint to the lady and, as the camera pans back to him with his hand in shot the whole time, he has changed clothes as if by magic. The camera then pans back to her and she, too, has changed clothes. The camera then pans back to the man and so on and so fourth a few more times, with them changing clothes each time; they then, finally, end up wearing perfectly white clothes, with the woman saying "you look fresher" and the man replying "I'm an ice man". This creates the, sort of, illusion that the mints are so fresh it turns them white, as mints are associated with this colour as it is as "cool as ice". I like this advertisement, as it is funny, and very interesting which makes it memorable to audiences. 

          




          I have concluded that my advertisement should be in the style of comedy, as it will fit in with all adverts although, at the same time, stand out as it does not relate to the same genres. The only worrying thing that I have learnt from my research is that either the advert will make people laugh or it, quite simply, won't. What I also learnt from this research is that you should create an advert that people can relate to which also relates to what is on the scene at the moment; this is why I have decided to chose the medieval time period as there are programmes out there that relate to this, such as Merlin, Robin Hood etc. 

Advert Ideas

Here is my idea generation in which I thought up various different ideas I could make my advertisement about. It ranges from sports, to history, to music. I thought up ideas which I thought were possible to create if I were to create an advertisement based upon them. The first image shows a spider diagram of the ideas I first thought up. Many of the ideas link together, although I feel that I am going to go with the medieval idea; this will based upon the origins of the Polo and how it was created. The second image shows 3 sketches of possible advertisement ideas I could use. From here, I will select one and then develop this idea. 

Favourite Genre

 As we are creating an advertisement, we needed to take out some research so that we knew whom our product is targeted at. We had taken out several types of research such as focus groups and questionnaires. From our research, we found out various factors that will help us when we go to film; we found out that most of the people we surveyed did, indeed, like the product we were going to advertise. This is a key factor as, if they didn’t like Polos, we would have to do another product instead. Our paper-based survey was filled out by a mixture of boys and girls with 8 boys and 6 girls, 14 people overall, taking part. 

         We found out that most people enjoy watching media of the comedy genre. This is good to find out as we thought that we should do something like this, and it let us know that people would probably like it if we do it correctly. As you can see from the pie chart below, half of the people interviewed preferred the style of comedy and the other genres accumulated the other half of people's votes. Our research also told us that 6 people bought Polos within the last week. This is good, as we now know that people are still interested in the product and it would be appealing to audiences. 11 out of 14 people said that they would purchase Polos; only 3 said that they would not, although the number of people who would is much greater and shows this product has interest. 

         Although we have found out a lot of useful information from out research, there are a few flaws; first of all, we asked a mixture of both boys and girls although we did not ask the same number of boys and girls. This is a problem as we cannot find out who dislikes/likes Polos the most as there is not an equal number of boys/girls. Also, we only asked people between the ages of 16-20. This is a problem as people of different ages outside of this category may think differently about Polos. We will have to make our advertisement appealing to all ages, as we feel that everyone has Polos and they are not age specific. Finally, on the ‘what is your favourite genre?’ question there is not an ‘other’ option. This is a problem as people may not like any of the genres we have suggested, leaving them to tick a different one giving us false information.

         Also, we have hosted a focus group in which various questions were asked; we sat down with two fellow pupils and asked them questions face to face about the product. We asked similar questions to that on the questionairre although, also, asked others; we done this so that we could get a bit more information about how we should advertise our product. We, firstly, asked the basic question 'do you like Polos?' to which they both replied yes. We then asked what colour they would associate with Polos. One said that they would associate white with the Polo, as the Polos are white and are icy-mint flavour, and the other said they would associate the colour blue with Polos because of the wrapper they come in is also blue. We asked this question so that we knew which colour we should put into our advertisement, and which colour would remind an audience of our product. Finally, we also asked if they could sum up Polos in one word. We done this as we wanted to know what they thought of the product overall in little detail; although it was only one word, it gave us an idea of whether they thought it was good as the answer would either be positive or negative. They both answered, positively, with one saying 'excellent' and the other saying 'refreshing'.

       Finally, we could have found out information using qunatitative research, such as an online survey, although we felt that there was no need for this. We were going to set up a survey on a website called 'Survey Monkey', which allows you to set out your own questionairre online, although we felt that this information would have given us back the same information of that we had found out using our paper-based questionairre; the same questions would have been asked and the same audience would have been targeted. There was no need, we felt, for us to learn this information again so we did not carry on with creating it. Also, it would have been hard to get everyone to go online to take out this survey as they may have been busy or we may not have been able to contact them to let them know about it. It may not have been a good idea to not take out an online survey as it may have given us different results as to those on our paper-based questionairre. We feel, though, that our results are reliable as everyone was telling the truth, as there was no need to lie about the questions as they were not personal, and we feel that the results we have tell us how to plan for our advertisement.

Bilbiography

Below are all of the key resources that have helped me throughout tasks 1-7 in my Unit 30 Assignment Brief 1 coursework:


Task One  - Forms of Television Advertising

Cadbury's - Wild gorilla drumming on Phil Collins

http://www.youtube.com/watch?feature=player_embedded&v=cAK5d9VO1VU

Cadbury's Dairy Milk - Airport Trucks Advert

http://www.youtube.com/watch?feature=player_embedded&v=BGYMMsPg_ME

IBNtv Advert Typography

http://www.youtube.com/watch?feature=player_embedded&v=gBIZVdDthno

Sensodyne Ad

http://www.youtube.com/watch?feature=player_embedded&v=Cg60hX0j5SM

British Red Cross TV advert

http://www.youtube.com/watch?feature=player_embedded&v=2roAHJ6SDLs

Realistic fire awareness advert

http://www.youtube.com/watch?feature=player_embedded&v=5aWYc-5slz8

Go Compare July Ad 2012 
http://www.youtube.com/watch?feature=player_embedded&v=NT3paR9NNvA

Task Two – Styles of Television Advertising 

Barclays Pingit

http://www.youtube.com/watch?feature=player_embedded&v=ZmWhFfujL8U

Dulux Repel

http://www.youtube.com/watch?feature=player_embedded&v=4pCsWIej9os

Tango Parody of Sony Bravia

http://www.youtube.com/watch?feature=player_embedded&v=J9piCGAGRzk

Think - Hard-hitting Car Crash

http://www.youtube.com/watch?feature=player_embedded&v=6YEoYGArMas

Snickers Car Wash 

http://www.youtube.com/watch?feature=player_embedded&v=QfVpXykZG5c

Task 3 - Analysing a television advertisement in detail

Dirt Devil-The Exorcist

http://www.youtube.com/watch?feature=player_embedded&v=aGb8pMIeY6w

Task 4 – Regulation

www.ofcom.org.uk/about/what-is-ofcom/

http://consumers.ofcom.org.uk/tell-us/

http://www.asa.org.uk/About-ASA.aspx

http://stakeholders.ofcom.org.uk/broadcasting/broadcast-codes/

Task 5 – Methods of Research

http://www.ger.ethique.gc.ca/eng/policy-politique/initiatives/TCPS2-EPTC2/chapter10-chapitre10/

http://www.wiley.com/legacy/wileychi/barker/supp/excerpt.pdf

Task 6– Audience Information

http://en.wikipedia.org/wiki/Advertising

http://www.jicpops.co.uk/2012-estimates

http://www.slideshare.net/carrotsticks/audience-research-and-classification

Task 7– Sources of Information in Advertising

http://en.wikipedia.org/wiki/Rate_card

http://uk.answers.yahoo.com/question/index?qid=20111009065608AAvK2JD

http://www.laingbuisson.co.uk/Portals/1/Media_Packs/Newsletters_Advertisers_Pack_11.pdf

http://www.theadvertiserseries.co.uk/advertise/mediapack/

http://www.itv.com/corporate/

styles of advetising

             There are many different styles of advertising that help a company make their brand well known and memorable. They will use various different styles of advertising to appeal to certain audiences, making their company name stay in the audience’s head. This is because certain people will have their preferences on adverts and will like some more than others.

            Firstly, I will analyse the way in which humour is used within advertising. Below is an advertisement for Barclays, in which a boy is seen to be overpowering a man much older than him. The boy looks like a sort of debt collector, keeping eye contact at all times with the older man, and talking very seriously. This is then contrasted as the boy, as he is young, has a high-pitched voice; this is an uncommon situation to be witnessing and this makes it memorable. This is a good example of a humorous advertisement as it is very unexpected which, also, causes it to stay in your memory. This advertisement could have easily went the opposite way and people could have not found it funny at all; they may have thought that the dry humour within the advertisement did not go down well thus not wanting to purchase from the brand. I feel that the idea and concept of the advertisement is good and if I needed what they were selling; they were advertising a service that lets you pay a friend back, or vice versa, through an app they have created.

            Another style of advertising that is used is the opposite of humour and is horror. This is a way that targets an audience that gets a thrill out of being scared through this genre. The advert I have chosen, which I feel shows horror best, is the below advertisement by Dulux; the advert shows a man walking around his, rather dark and scary looking, house inspecting a noise he can hear. This noise is of a woman singing operatic style. He then turns, sharply, to be face to face with this ghostly looking maid. She chases him throughout the house although gets stopped by a newly painted wall. The motto then reads “nothing repels like Dulux wash & wear advanced”. This sends the message across that the paint is so strong and long lasting that even ‘ghosts cannot get through it’. This style of advertisement will stay in a person’s mind as it creates an emotional response and it is different to other adverts. It leaves the viewer feeling scared, making them remember their emotion and the company name. Also, this advertisement works as a horror as it has all the conventions that a horror has: it is dark, has dramatic music, there is a ghostly figure, and it is night time; these all go together to create suspense. On the other hand, there are down sides to choosing a horror as the style for an advertisement; first of all, it would scare children so you would have to put it on after the watershed. This limits its air play as it can only be on at certain times. On the other hand of this, it does not matter as children will not be the audience for purchasing paint. I feel that this advert works very well and is successful as it stays in the viewer’s mind, prompting them to purchase the product.
          

Parody adverts are a way that a company can take another media that already exists and make it funny with their own take on it. The advertisement that I have chosen, below, is a Tango advert; this is a parody of another advertisement by Sony Bravia. In the advertisement by Sony Bravia, there are thousands of bouncy balls going down a large hill, with all different colours being dispersed everywhere; this advert by Tango took this idea and decided to, instead, through thousands of colourful fruits down a hill and watch them disperse and smash into the surroundings. They then end up piling on top of a lady who is holding a Tango bottle with the slogan “it’s clear when you've been Tango’d” appearing. A positive point to parodies is that they take a well-known advertisement and create their own version; this is good as everyone will understand what it is supposed to be a parody of, and people will remember it as they have seen it before. Also, parodies provoke an emotion of happiness, which all audiences appeal to. Everyone likes to be happy and this advertisement has no age restrictions, so it can be played at any point during the day on any channel; the product itself also is targeting all audiences as everyone purchases fizzy drinks. This style of advertising is successful as the audience will link what the parody is of with the brand and vice-versa. It is good for all parties involved as they all get exposure to potential buyers. I feel that this advert has been made very well and it sticks in the viewers mind as it has a sense of humour to it. It stays in the viewer’s mind and they will be subliminally reminded of the company when going to choose a drink. 

          Shocking adverts are created to provoke an emotional response from the audience and they are usually adverts such as charity ads or crime appeals.  It brings about a sad atmosphere, directly talking to the viewer and making them feel guilty about what they have and someone else doesn’t have. This makes the advertisements memorable as the viewer will not be able to easily forget this feeling as it is long lasting and they could be thinking about it all day long. The advertisement I have chosen to analyse that is shocking is from Think and it is a road safety advert about drinking and driving. It shows two men sitting in a pub, when one looks at a lady and it is clear he is drinking beer/already drunk; the woman then flies across the pub, and the two men jolt forward. The woman’s body is tangled on the floor, with the men being battered and bloody. The Think company slogan appears and it is clear that it is an awareness advertisement. This provokes the audience to feel as though it could happen to them at any time and it makes them sad as they know it happens to others. The fact that it is very graphic shows how it can be very disturbing in real life so it is important to watch and learn. This advertisement is successful as it is direct to the point and sends across the message very well. It has an impact as it contrasts between everything is happy one minute, and then it suddenly changes in an instant; this is how it would happen in the real world too. 

          Finally, sex appeal is used within advertising as it appeals to both men/women and it keeps them watching until the end of an advertisement. This makes the advertisement very memorable as it will stay in the viewers mind because both men and women think about sex appeal throughout the day. An advertisement I have chosen that shows sex appeal well is the following Snickers advertisement. It shows various semi-naked women (in bikinis) washing cars in slow motion; there are many close ups to various features of these women. Then, as the advert proceeds, it shows a man throwing mud over his car, just so that he can go back through to the place where the women will wash his car. The camera then pans out and there is a whole line of dirty cars waiting. Even the music to go with the advertisement has sex appeal as it sounds very arousing, with lyrics of “oh yeah” and “your love is making me feel dirt”. This advertisement is aimed at men, as it is a man being surrounded by loads of women. Men watching this advertisement will watch until the end as they get distracted by the women and forget that it is an advertisement. It is then a surprise when it comes up saying Snickers and this, along with the fact that the women are semi-naked, is why it is memorable. The only thing wrong with this advertisement is that it will have to be shown after the water shed, as it is too explicit for children. Other than that, I feel that this advertisement is very successful and memorable. 

Sources of Information in Advertising

Planning

Agencies in the advertising industry gather information before producing new advertisements so that they can get an idea of how much an advertisement will cost. They gather information on rate cards and advertising information packs, which I will explain in the coming paragraphs, and compare them to a company’s needs; this then lets the company know, roughly, how much they will have to pay. This is useful information to a company as they will be able to know in advance whether they can afford to put in an advert at a certain time/place.

Rate Cards

Rate cards are documents that contain information on the price of an advertisement placement. It is the maximum price that is given to a company that enquires, although they will usually pay considerably less; this is due to factors such as space that is being unused, how much space the advertisement will take up, along with many more. Below is an example of a rate card from the ITV1 website. Most rate cards are displayed in the same manner as the one shown below. This rate card shows the region in which people live and the certain categories of television programmes they watch.

 As you can see from this table, it would cost the most amount of money to put on an advert at 19:30 in London; this is because it is put on at the time people will be sitting down, eating their dinner, and watching Coronation Street. This programme has a vast amount of viewers, which means more people will be likely to see the advertisement. An advantage to these rate cards is that they are very useful for companies and lets them know how much an advert is going to cost depending on when and where they want to place it.

 There is then the opposite of this; it allows a company to know when they should not air an advert and when less people will be likely to view it. A negative side to rate cards is that some people may leave the television on a certain channel and not be actually watching it; this is misleading for companies meaning that not as many people will see their advertisement, although they will still have to pay a lot for it.

  

 Advertiser Information Packs

Advertiser information packs provide various information to help companies plan an advertisement. On Channel 4’s website, they provide air time, partnerships, and online advertising. This is all of the information that a company would need to plan an advertisement. In the following paragraphs, I will describe each of these and what benefits they offer a company.

Air Time is the duration of time, usually in seconds, that an advertisement is broadcasted. These are also known as spot adverts which mean the breaks between programmes. Advertisements are usually around 30 seconds long although they can range from between 5 seconds to 120 seconds. The more air time a company needs, the more it will cost them; this is because the advertisement is taking up a lot of space in which other adverts could be filling. This means that a channel may get less money as the cost of one long advert may be cheaper than 2 adverts within the same time. A benefit to using spot advertising when airing an advertisement is that it created awareness over a short amount of time or slowly over a long period; this all depends on the company’s strategy on how they want it to be done.

            Partnerships are when a company joins forces with another company, each advertising the other’s brand. This can be done through sponsors, product placement, and much more. Partnerships are beneficial for companies wanting to get their product out there. First of all, sponsorships can give a company instant fame as people will recognise a programme and associate it with a certain brand. Also, people that watch the same programmes all the time will see an advertisement many times and it will be stored in their long term memory. A downside to sponsorships, though, is that a company may not be able to afford a sponsor. Product placement is a way in which company brands are placed in media such as movies, music videos, news programmes etc. This is a way for companies to advertise their brand in a subliminal way in other media.

            Online advertising is a way a company can spread their product to a large audience through the internet. They can use a wide range of different priced formats which help show their brand to the right target. This is a good way to promote a brand as a vast amount of people use the internet and flick between pages, so they will be likely to see an advertisement at least once when then are on the computer. All of the above factors come as a pack and benefit a company as it gives them maximum exposure for what they pay and displays their brand to an appropriate market.

Audience Information

BARB

Advertising companies gather information about audiences in many different ways. First of all, I will be describing the role of a company called BARB (broadcaster’s audience research board) and how they gather their information. BARB was set up, in 1981, to provide a television audience measurement service for the advertising industry. BBC, ITV, Channel 4, Channel 5, BSkyB, and the IPA own BARB. BARB provides estimates of the amount of people watching television, and they can give figures for which programmes/channels are being watched the most/least. They can also provide what time people are watching programmes/channels at any one time. For channels within the UK, BARB provides the audience data every minute. From the 26+ million households, within the UK, viewing estimates are taken from a panel of televisions.                                                                                                                   The audiences for programmes are calculated in the following way: the average audience of all minutes covered by the programme (from start to finish) is found, although this excludes any adverts/promotions in between. The table below is from BARB and it shows how many viewers each match had and what channel each match was on. This information would be useful to a company that wants to know when to put out an advert as they can see which teams are popular, thus knowing when to put their advert out. From this table, they would see that England and USA matches are viewed the most, so this would be the best time to send out an advert, whereas Holland and Denmark matches are viewed the least, which would be the worst time to send out an advert. The purpose of this information is so that companies know when to put on an advert and a lot of people would watch it.

JICPOP

          Another company, like BARB, that is a television research agency is the Joint Industry Committee for Population Standards (otherwise known as JICPOP). They are a company that research media that are supported by other companies such as the Institute of Practitioners in Advertising and The Incorporated Society of British Advertisers, along with others. It was set up 1998 and its aim is to produce television population numbers from the British media. They take this data from 9000+ postcode areas. The data from this company is updated each year in July. They have produced information about television viewers for the whole of the UK since 2002. JICPOP’s data is compiled from two companies working together; these companies are CACI and Experian. They both sell their own, and JICPOP’s, data on to companies; this allows companies to have an insight into the data they have collected, and helps them with deciding when to air an advertisement. Below is a data table from this company showing how many people, within thousands of households, their data will be based upon. They will gather their information about the correlation between types of people and the types of programmes using samples from these categories.

Audience Measurement Panel

BARB use an audience measurement panel which is a way of measuring how many people are in an audience; this usually relates to radio, television, newspaper, magazine, and websites. Also, it helps advertisers determine who is listening to/watching certain media. This may be beneficial to a company as they may want to know who the audience is so they can know when to put their advertisement out; if it is an advertisement for alcohol, they would not put it on in the afternoon on a children’s television channel. They would, instead, put it on in the evening, after some sort of mature television programme such as, for example, Coronation Street.

Benefits

           A benefit to an audience measurement panel is that the data collected is from a large scale covering many homes. The result of this is that data is input from a large amount of people, meaning that the results are more conclusive and accurate. Also, instead of just obtaining information from one area, it collects data from a large area where people vary; one area could consist of a lot of people that are adults, another could consist of a lot of people that are children. The data, when found, can also be easily displayed in a chart/graph and information can be accessed easily.

Drawbacks

          Some drawbacks to an audience measurement panel is that, firstly, the data may always be correct; the television is left on a lot during the day time which results in a lot of television programmes being shown but no one is actually watching them. The measurement panel will then collect this data and will show these programmes as being popular. Another drawback to an audience measurement panel is that there is always the case for human error; data may be input incorrectly, sending out wrong information to advertisers. This would mean that the final data would in incorrect and the data would not very reliable; this results in advertisers not putting out their adverts at the best time.

Television Ratings

You can find information on television ratings on the BARB website by going onto the ‘viewing figures’ tab. You can then choose from a range of sub headings to find out the information that you want; you can chose reports from either weekly, monthly, or quarterly figures. On top of this, you can view trend graphs which show graphs for how often audiences tune into different shows on various channels. The results found go back as far as 1992, showing ratings for channels back then.

          This is useful information, and is used by advertising companies effectively, as it allows you to know how popular a certain channel or television programme is. This is useful information to have as advertisers will then know which advert they should put their channel on, and then after which television programme they should put it on. They can see when certain programs are popular too. For example, a Christmas film may not be watched a lot if it is not near Christmas although, when it is near Christmas, it may be watched more at another time.

Audience Classification

          After data has been collected from the audience measurement panel, it is then classified into several groups; this is known as audience classification. There are five categories that this data is put into; they are ‘Standard Occupational Classification’, ‘Psychographics’, ‘Geodemographics’, ‘Age’, and ‘Gender’.

Standard Occupational Classification

          First of all, standard occupational classification is information about the type of job that someone has. This is beneficial data as it tells you the person’s lifestyle and their interests. You can then link this to the types of programmes they watch and see if there is a correlation between the jobs and programme type. Knowing someone’s job also tells you, roughly, how much someone earns. This lets you know if they are rich or poor, and this is beneficial information as you can decide if there is a difference between how much people earn to what programmes they watch.

Psychographics

          Psychographics is studying someone’s personality and lifestyle to see what type of person they are. Their interests, opinions, attitudes, and behaviour are looked at to determine what they are like; this is useful information for marketing researchers. They can look at the information given and see how people live, and then contrast this with what television programmes they like to watch. This can then, when links have been found, done the other way round; you can look at a selection of people that watch a certain programme and determine what their life is like.

Geodemographics

          Geodemographics is the area in which a person lives. This is beneficial information as it tells you if the location of people makes a difference to the types of programmes they watch. It shows what types of people are within a certain area and how each surrounding area differs. People’s personalities can then be obtained based on this information; if a lot of people in the same area watch a certain programme and it differs in the next area, then the people in the same area are more likely to be the same as each other.

Age

          Age is looked at to determine which audiences look at which programmes; what do children like to watch the most, what do middle-aged people like to watch the most, and what do old people like the watch the most. This information can then be used by advertising companies to learn about the correlation between the age of people and what television programmes they like to watch. An example of what they may discover is that children would probably watch a programme such as SpongeBob Squarepants, middle-aged people would watch a programme such as Loose Women, and old people would watch a programme such as Countdown.

Gender

          Finally, Gender is looked at to allow an advertising company to know which programmes are watched by a specific gender. This is useful information as they would then know when/where to put on their advertisement; if it was an advertisement selling beer, then it would not be ideal to put it on after Loose Women as mainly women watch that programme, and the advertisement would be aimed at men. This also works the other way round with a woman’s product, such as perfume, being shown after a programme such as Top Gear.  

         

Conclusion

I conclude that this it is useful to categorise the information collected in this way so that you can see distinct correlations between these factors, and which programmes people watch. People who are planning on sending out an advert can use this information to their benefit as it will help them to choose an appropriate time to broadcast their advertisement. They can identify who their audiences are, which areas they live in, how old they are, their gender etc. and put their advert out at the right time for the right people.