BIAnalytix Tip Summary: Spot Duration Equivalency for Average Rates

Media BI Analysis must accumulate dollar values and provide average rates across all of the advertising spot lengths that exist within a media group’s business. Obviously this would include advertising spots of multiple durations in the accumulated Measures. Some Measures such as the spot Gross Value should be accumulated without scaling to obtain the intended totals for the analysis of actual gross dollars. Other measures such as the Units can have both a direct total as well as a scaled or weighted total using a spot’s duration to derive an equivalent value. For example, to obtain a workable equivalent average rate, then the total Gross revenue accumulation should be divided by the duration-weighted number of spots.
In some markets and media, the effectiveness of an advertisement is considered to be directly proportional to the duration of the spot. This is reflected in the rate card by rates being proportional to their duration. In this case the appropriate weighting would be the spot duration divided by the equivalency duration (normally 30 seconds). If your rate card uses a different scaling for pricing the various spot durations, then this spot rate weighting is the correct unit weighting to use for average rate calculations.

BIAnalytix is an advanced Data Warehouse and Business intelligence system that provides Calculated Measures for equivalent average rates, units, or impressions weighted by duration to provide useful metrics for corporate analysis.

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