ABC1 men are lighter TV viewers by nature and especially so in London - the 2007 British Grand delivered just eight TVRs in London.
They are also divided by age with the younger end more fragmented across multi-channel and the web and the older ones skewed to dramas like Trial & Retribution (averages six TVRs).
High TVRs in a single break is usually preferable because each TVR you buy will reach different viewers rather than some of your investment hitting the same viewers over and over (diminishing marginal returns).
METHODOLOGY: Billetts Media Monitoring capture TV creative as it airs and loads to clients' Utopia screens (personalised online information pages). Billletts Media Consulting access Barb to identify the highest viewed programme break. Billetts databases contain more than 40% of actual TV spend. The average ABC1 men price paid to Carlton (in May) factored by audience size and length of the ad determines cost. A ‘special' premium is then added for the Champions League Final. A TV Rating (TVR) is 1% of the total target audience (ABC1 men) in that region. The graph excludes ‘duplicates' (e.g. other May episodes of Britain's Got Talent would have also made the Top 5).
