Questions and topics
The survey looks into egta members that have already tried or considered any kind of shift in their TV/video inventory strategy from GRP to CPM-based trading.Full list of questions
Questions included in the survey:
- What is the penetration of TV households in your market:
For total population? e.g. 4+
For 25-49? - How do you currently sell your linear TV inventory? GRP-model / CPM-model / spot by spot?
- Have you recently changed this model? Or are you considering changing it?
If you are selling linear TV inventory on a CPM-model, does this represent a significant proportion of your total revenue? How much as a %? - How do you currently sell your digital / online video inventory? GRP-model / CPM-model / spot by spot?
- Have you recently changed this model? Or are you considering changing it?
If yes, please explain the arguments used in your market to consider that change. - If you have made a recent change or are considering changing the way you sell TV:
Will you / did you also change the reference target group of your pricing system? e.g. moving to a “total population 3+
Will it / did it allow you to increase prices or balance out prices across your TV and online video inventory? e.g. to “soften the blow” to the market for previous price increases?
Will you / did you also change the reference length of ads? e.g. moving away from a 30-secs reference to 20 secs? - Any other discussion worth reporting, withing your sales house or at market level about the pricing of TV/ Total video?
Access conditions
Surveys are only available to egta members who participated. If you are interested in a survey, but did not participate, just let us know and we will send you the empty questionnaire.