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Broadcast Advertising - 19 Oct 17

Broadcast Advertising - 19 Oct 17

Monitoring of Broadcast Advertising

It is estimated that roughly $500 billion is spent on advertising worldwide every year. At the current exchange rate, that’s more or less R68 98 150 000 000.

To put that in perspective, that’s the entire worth of Microsoft and the GDP of Austria, Thailand and the United Arab Emirates.

Locally the annual cost of broadcast advertising is somewhere in the region of R17 billion, with a prime time advertising slot costing upwards of R250 000 for a 30 second time slot.  

With that in mind, it’s safe to say that any form of advertising can be seen as a significant investment and like all investments, it needs to be tracked.

As any public relations or marketing manager will know, it’s worth investing in a service that will answer all your media-based questions on one web-based media platform. It’s available in real-time at any place at any time. As discussed in previous blogs, a decent media monitoring service is a must-have when tracking media campaigns and it’s especially worth its weight in gold when it comes to crisis communication.

With so much time and effort going into advertising, particularly when it comes to broadcast media and paid for airtime, it’s only natural that one would want to keep a close eye on it.

Eliminate manual searching

In the olden days one would have to sift through every piece of media to find advertising material, not to mention be in the right place at the right time, in front of a television set, to view what you paid for.

In the digital age, the sheer amount of content and advertising has increased exponentially, meaning it’s physically impossible for one person to find and analyse everything related to a business.

Monitoring made easy

Media monitoring has all but eliminated the need to sift through everything mentioned above. In addition to tracking everything surrounding your company, including sentiment, AVE and final audience figures, it’s also able to detect precisely when and where content you paid for was broadcast, posted or shared.

Effectiveness of content

In addition to detecting and monitoring what you paid for, our service is also able to analyse it and compare it to competitors’ advertising campaigns. As the turnover time is so quickly, it even allows you to optimise or change a message to make it as effective as possible.

Ensure accurate ROI

As broadcast media requires more investment than any other form of media, verifications must be made.

QuickPic can verify whether scheduled transmissions of advertisements, as arranged with broadcasters, were broadcast exactly as planned.

In addition to this basic verification service, we can also measure the total reach of said advertisement and how it performed on the platform. This includes auditing the value of the broadcast compared to how much was spent on it. Discounted rates can also be factored in to ensure that the ROI figure is as accurate as possible.

We have the ability to reveal audience numbers in detail, to give you as much insight as possible into the achievement of the goal set out for the broadcast. Viewership figures supplied by broadcasters are audited as well, which means we can guarantee 100% accuracy for our reports.

This gives you the advantage of maximising the overall reach and authority of any given message, as you’ll get a precise report as quickly and efficiently as possible.


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