Advertising is very important for companies and businesses and appealing to their target audience is very important, but making an advert that fits the audience is not the only process. Adverts showed on TV need to be placed at the right time, on the right channel in order to appeal to the target audience, as most advert target audiences will tie in with TV show target audiences.
The Broadcasters' Audience Research Board (BARB) provides weekly UK audience figures; they commission research companies to collect data by using a panel of people who allow them access to what they're watching. The data they issue represents 26 million households in the UK and is very useful for assessing how programmes, channels and adverts have performed. A range of different types of households are used that reflect demographics, geography and other variables, the panel consists of 5100 households, each representing 5000 other households across the UK. The way they monitor what panel members are watching is through the use of a button on a special remote which they must press when entering the room and watching TV and when leaving the room after. The meters used take an audio sample of the programme that is turned into a digital fingerprint that is matched to a reference library.
The Advertising Standards Authority (ASA) judges advertising across media and they deal with and act on complaints as well as checking the media for anything that is harmful, misleading or offensive. For radio and TV advertising the ASA regulate under a contract from Ofcom and the rules they have written. Even though there are many steps taken before an advert is aired to ensure it is in line with the codes, consumers have the right to complain if they believe ads to be harmful, misleading or offensive; the ASA can act on just one complaint as their main concern is whether codes have been breached. If an ad has breached the codes the main must be withdrawn or amended, with the vast majority of advertisers complying with the ASA.
The Advertising Standards Authority (ASA) judges advertising across media and they deal with and act on complaints as well as checking the media for anything that is harmful, misleading or offensive. For radio and TV advertising the ASA regulate under a contract from Ofcom and the rules they have written. Even though there are many steps taken before an advert is aired to ensure it is in line with the codes, consumers have the right to complain if they believe ads to be harmful, misleading or offensive; the ASA can act on just one complaint as their main concern is whether codes have been breached. If an ad has breached the codes the main must be withdrawn or amended, with the vast majority of advertisers complying with the ASA.
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