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BIAnalytix Tip Summary: Duration scaling for Audience

Advertising spots of many lengths are accumulated in the Measures of Media BI. The audience delivered by an advertising campaign is an important Measure and the treatment of spots of differing duration must be well defined to result in useful and stable totals. The Gross Revenue of spots of different durations is required to be a simple accumulation without weighting or scaling. However the accumulation of the audience delivered (which is the measure of the number of viewers/listeners of the advertisement) does need to be weighted by the duration before accumulation. This duration weighted audience can then be used to calculate important measures such as the average Cost per Impression by dividing the total revenue of the spots by the duration weighted audience impressions. The resulting CPT value can be directly compared to the reference CPT regardless of the mixture of durations in the campaign.
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 value for different durations to be proportional to their duration. In this case the appropriate weighting would be the spot duration over the reference duration (normally 30 seconds). If the rate card uses different scaling of price for different durations, then this rate weighting by duration is the correct weighting of the units to use for average Cost per Impression calculations.

BIAnalytix is an advanced Data Warehouse and Business intelligence system that provides calculated measures of duration weighted audience impressions to provide stable comparisons regardless of the duration mix of the campaigns.

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