Media international service to sell ad time by ratings
22.03.2013,
21:18
Media International Service company launched today in Armenia what it described as ‘a brand new culture and approach’ to the advertising market pledging to establish a more efficient television advertising through so-called Gross Rating Point (GRP) scheme.
YEREVAN, March 22. / ARKA /. Media International Service company launched today in Armenia what it described as ‘a brand new culture and approach’ to the advertising market pledging to establish a more efficient television advertising through so-called Gross Rating Point (GRP) scheme.
It says the current approach when television airtime for advertising is offered to clients by minutes was rejected by many countries since it proved to be inefficient, both for TV channels and advertisers.
The new approach lies in offering television rating, instead of airtime by minutes. It will enable both advertisers and advertising agencies to take into consideration the audience of a certain program, sex and age of the viewers, etc., during media planning process.
"Such a company exists in Ukraine, and we have opened its branch in Armenia", director general of Media International Service in Armenia Tigran Safarian told ARKA.
"Our goal is to promote advertising sales through advertising agencies, and although such a scheme already operates in Armenia, it is incomplete," he said, adding that foreign sources estimate the annual turnover of the advertising market in Armenia at $20-$30 million.
"I hope that the introduction of GRP technology sales will boost the interest of foreign advertisers in the Armenian market, which they, in the absence of this technology, refer to as “dark market", Safarian said.
He said two companies will be dealing with compiling rankings - AGB Nielsen Media Research and GFK - Telemediacontrol. First contracts will be with Armenia, Shant, Armnews and ATV local channels.
A representation of AGB Nielsen media research opened in Armenia in 2005. It deals with ad campaigns, monitoring and rating forecasts of TV programs and channels as well as with media surveys.
Ttelemediacontrol was established in 2007. It is engaged in implementing media and social research, as well as marketing in politics, show business, economy and media. It also offers advertising and PR-services, as well as statistical analysis of the market. -0-
