Recommended Standard Business Practices for TAB's EYES ON Measurement

Rate Cards

• Figures are based on market averages.
• TAB populations must be used.
• Market definitions can be custom, CBSA, or DMA. CBSA is the preferred choice in major markets. If custom markets are used the specific counties should be included in the definition.
• Total panels are based on delivery against a 4-week GRP (Gross Rating Points) or TRP (Targeted Rating Points) level.
• GRPs are calculated using in-market EYES ON impressions.
• 4-week impressions are calculated using total EYES ON impressions.
• CPMs (Cost Per Thousand Impressions) are calculated using total EYES ON impressions.
• Customized demographics based on specific market coverage and distribution can be presented in the same table as other standard rate card data or in separate demographics tables.

Sales Documents

• Proposals and contracts are based on net billing and should express total 4-week GRP or TRP levels and total campaign GRP or TRP levels.
• Photosheets should express 4-week impressions and the total 4-week GRP level.
• Express contract rates based on a 4-week total GRP or TRP level and total campaign GRP or TRP levels to express the media value of a campaign.
• Contracts should indicate the actual number of units that will be delivered during a 4-week campaign period.
• Production charges are listed as an incremental expense.
• Standard completion reports and proof of performance verification should include contract GRP or TRP campaign levels.
• Click here for OAAA's standard contracts

Funtional Applications

• Charting software should be dynamic, allowing personnel the ability to review EYES ON data relevant to specific target audiences. For example, if charting against a Hispanic audience, the data available in the charting system should reflect Hispanic EYES ON information.
• Fields should refresh within charting programs each time a new campaign is charted, reflecting the metrics associated with a specific target audience.
• Campaigns should be charted based on total 4-week rating point delivery against a target audience. The actual number of units delivered for a specific campaign might not be the same as rate card planning allotments since gross rating points delivery, not panels, should be the objective.
• Charting personnel should select specific units and sum all rating points to achieve a 4-week rating point threshold for a charted campaign.
• In the case of bulletin rotations, total rating points should reflect the total campaign objectives and could be accumulated in a varied pattern over time. For example, a campaign objective of 400 4-week GRPs might deliver 380 4-week rating points for 8-weeks and 420 4-week rating points for 8-weeks after a rotation. To maintain the integrity of the campaign objective, it is recommended that a variance does not exceed 20 GRPs over a 4-week period.
• When charting against TRPs delivery charting personnel should consider at least three factors when selecting locations to include in a campaign. The factors are: total targeted EYES ON impressions, percent composition delivered against the target audience, and geographic dispersion of inventory.
• Backend administrative systems, including contracting and billing, should guarantee specific unit delivery against total 4-week rating points.