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Whitepapers --------------------------------
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Television Advertising
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Content Analysis
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Audience Reaction/Expectations
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Copycat
Kids? The Influence of Television Advertising on Children
and Teenagers
Pam Hanley, ITC in conjunction
with Wendy Hayward,
Leah Sims, Joss Jones of The Qualitative Consultancy (October
2000, UK) |
The Independent Television Commission (ITC)
commissioned this research to ensure that its decisions
on the acceptability of commercials are based on a sufficient
understanding of what factors or elements of television
advertising might influence children or young people harmfully.
There was broad agreement across those working with children
that they are becoming more challenging and aggressive
and less respectful. Television was spontaneously identified
as a secondary, but still powerful, influence. ...more |
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| New
News, Old News |
Nudity
in TV Advertising |
An ITC and BSC Research
Publication
Ian Hargreaves, James Thomas (October 2002, UK) |
The
Qualitative Consultancy and ITC (1995, UK) |
This research identifies
television as ‘the supreme news medium’, used and respected
by almost everyone; one of the few shared experiences across
the whole of British society.
This research charts the changing patterns of news provision
and consumption and makes recommendations across new as well
as old media, for improving access, quality and public engagement.
...more
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The research identifies
five personality types in relation to nudity in television advertising.
It suggests that slightly more than half the viewing public
takes a fairly open-minded view of nudity in television advertising.
However, a sizeable minority has a much lower threshold of acceptability....more
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Depiction
of Violence on Terrestrial Television
Briefing Update by BBC and ITC
(April 2002, UK)
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 Monitoring
of violence across two weeks of prime time programming
showed a substantial increase in the number of incidents
portrayed in 1999 - 2001 compared to 1997 and 1998, This
was largely due to news coverage of violence in Bosnia
and events following September 11....more
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Boxed
In : Offence from Negative Stereotyping in Television
Advertising
Jane Sancho and Andy Wilson,
ITC with The Qualitative Consultancy (June 2001,
UK)
The Independent
Television Commission (ITC), in its broad review
of advertising codes and guidelines, considered
the issue of stereotyping in advertising,The research
indicated that mild comments or humour about certain
characteristics can be harmless and acceptable even
to people with those characteristics but that sensitivity
is always needed in this area. ...more |
Conflict
Around the Clock : Audience Reactions to Media
Coverage of the 2003 Iraq War
Jane Sancho and John Glover,
ITC (October, 2003 UK)
37% of viewers thought the amount of coverage
was ‘about right’, while around a third
(34%) felt there was a bit too much and 27% considered
there was far too much. Almost a quarter of young
people (16-24s) said they hardly ever watched
a main evening news programme prior to the war,
but 40% claimed to be watching more once war broke
out....more
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From
Callaghan to Kosovo: Changing Trends in British TV News
1975–1999
Steven Barnett and Emily Seymour
(University of Westminster) and Ivor Gaber (Goldsmiths
College) (July 2000, UK)
This study was funded jointly
by the BBC and the Independent Television Commission (ITC)
to identify any changes in broadcast news content over
the last quarter of the 20th century. The study analysed
over 700 television news bulletins spanning 24 years (1975-1999)
on the four mass audience television channels which have
daily evening bulletins, including all four evening bulletins
on the two main channels. ...more |
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Election
2001: Viewers’ Response to the Television Coverage
Jane Sancho, ITC (October
2001, UK)
33% viewers believed that television had got
the right amount of coverage of General Election
campaign, as compared to 26% in 1997. A majority
of viewers felt that too much time had been devoted
to almost all aspects of the coverage including
the personalities of politicians, press conferences
or walkabouts, the results of opinion polls and
political analyses. ...more
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Delete
Expletives?
Joint project by the Advertising
Standards Authority (ASA), the British Broadcasting
Corporation (BBC), the Broadcasting Standards
Commission (BSC) and the Independent Television
Commission (ITC) (December 2000, UK)
This research
was designed to test people’s attitudes to
swearing and offensive language, and to examine
the degree to which context played a role in their
reactions. The use of ‘strong’ language
in the presence of children was especially frowned
upon and, within their homes, participants sought
to keep it at bay. ...more
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Television
and the Over 50s : A Study of Portrayal, Representation
and Viewing
Age Concern, ITC (December 2000, UK)
The study sought to find
out how older, and middle aged, audiences feel television
serves them. The general message to both programme makers
and advertisers was that they must recognise demographic
and social change, listen to their audiences and work
hard to provide images and programmes which reflect the
range and diversity of the consumers and viewers....more |
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Public
Service Broadcasting: What Viewers Want
Jane Sancho, ITC (January 2001,
UK)
Citizens’ Juries,
self-completion survey, children's workshops, executive
interviews with opinion leaders, open meetings characterized
this research initiative. The juries saw high quality
and varied children’s programming as vital
on ITV. The public were unanimous in their support
for subtitling with all agreeing that access for
the deaf and hard-of-hearing was an essential service
for a public service broadcaster to provide. ...more |
Multicultural
Broadcasting: Concept and Reality
Andrea Millwood Hargrave, ITC (November
2002, UK)
The research examined
attitudes towards multicultural broadcasting held
by the audience and by practitioners in the radio
and television industries. Additionally, attitudes
towards multiculturalism within advertising were
explored briefly. ...more
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Platforms
and Channels
Report for BSC, BBC and ITC by
R C Towler (December 2001, UK)
The research was undertaken in the autumn of
2000. Participants had a range of different expectations
of the many channels available in the UK. The research
did, however, find a hierarchy of expectations in terms
of standards that apply to different channels, which ranges
from BBC1, of which participants had the highest expectations,
through other terrestrial channels, to niche channels
and to other subscription channels....more
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Pride
of Place : What Viewers Want from Regional Television
Report for BSC, BBC and ITC
by Jane Sancho (July 2002)
The research found
that people in the UK retain a strong sense of their
regional/national identities, despite the increasing
globalisation of communication. And regional television
is seen as being something which helps keep these
different identities alive. Viewers are clear
that they want it to continue to be provided free-to-air
on BBC1 and ITV1....more |
What
Children Watch
Kam Atwal, Andrea Millwood-Hargrave
and Jane Sancho
with Leila Agyeman and Nicki Karet (June 2003,
UK)
This is an analysis
of children's programming provision between 1997-2001,
and children's views. It found that children in
multichannel homes watch significantly more television
per day than their terrestrial only counterparts
(an average of 35 minutes more per day at 2 hours
and 27 minutes). ...more
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Violence
and the Viewer
Report of the Joint Working Party on
Violence on Television (1998, UK)
The JWP believed that so
long as violence exists in society and the world, television
programmes should reflect it and report it, both in fact
and fiction. The objective is to achieve the right balance
between legitimate freedom of expression and the protection
of society, and in particular its youngest members. It
recommends that an industry group of regulators, broadcasters
and programme-makers should initially be set up to establish
appropriate initiatives and partnerships with teachers,
parents and government. ...more
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The
Watershed : Providing a Safe Viewing Zone
Report for BSC, BBC and ITC by Gillian
Ramsay (Oct 2003, UK)
The BSC and ITC’s Codes
state that all terrestrial, cable and satellite channels
must adhere to the 9pm watershed. Similarly, the BSC states
that the watershed should not be an abrupt change from
family viewing to adult programming and that it is not
a ‘waterfall’, but a signal to parents that
they need to exercise increasing control over their children’s
viewing after 9pm. A series of 18 workshops explored people’s
awareness and understanding of the watershed on television
and how useful they found it to be in the current media
environment. ...more |
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| Broadcasters |
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Check yesterday's program performance
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Track viewership in special TGs
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Check on any lost business opportunity
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Keep daily track of channel distribution
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| Advertisers |
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Check yesterday's ad spot delivery
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Track viewership of spots in core TGs
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Monitor the efficiency of ad spends
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Media Planners/Buyers
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Make a media plan based on customized TGs
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Identify opportunities immediately by tracking
new channels/programs the next day
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Check audience deliveries for clients campaigns
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Keep daily track of the
aired ad spots vis-à-vis the ad schedule
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