ABSTRACT
Difference between program rating and advertising rating in terms of gender and age
Kim, Ryoung Hee
Major in PR & Advertising
Dept. of Journalism
The Graduate School
Chung-Ang University
The previous articles turned out to be difference between program rating and advertising rating in terms of various variables. But, there has been no profound research on difference between program rating and advertising rating in terms of gender and age. It is essential that the media planners learn difference between program rating and advertising rating in terms of gender and age because of the different lifestyle, use of syndicated date and calculation of CPM by specific target audiences.
Therefore, the purpose of the study is to examine difference between program rating and advertising rating in terms of gender and age out of demographic factors and to provide the date for efficient media planning.
To achieve the objective of the research, the people meter date of MSK were used. The cases are 11,565. The age groups were divided into 3(15-24/25-34/35+). And the dependent variable is the ratio of advertising rating to program rating, named ADRATIO.
The results of this study were as followed.
1. The 25-34 female is the highest group in ADRATIO. And, the 15-24·male is the lowest group in ADRATIO.
2. Based on the results of the difference of ADRATIO in terms of the gender·age groups and various variables related to program, on the whole, the results show similar tendency by the gender·age groups.
3. In general, the result shows similar tendency by the gender·age groups. But, the ADRATIO of CM of beginning is higher than that of CM of end in the 15-24·female group. And, the ADRATIO of CM of end is higher than that of CM of beginning in the 35+ groups(female, male) and the 25-34, female group.
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