New York -- The Multichannel Advertising Bureau
International has a map that it hopes will lead pay TV programmers to hidden treasures:
untapped advertising revenues.
The trade group last month took the wraps off the
Multichannel Audience Accumulation Program, or MAAP -- a new research tool that has won
the support of MAB International's members, the channels of which are delivered to
more than two-thirds of pay TV subscribers worldwide.
MAAP is a spreadsheet program that enables advertisers and
agencies to calculate how much they could widen their audience reach by shifting parts of
their TV-advertising budgets to multichannel networks from broadcast networks.
The program was originally developed for MTV Networks by
Symmetrical Resources Inc. MAB International is distributing the current version
free-of-charge to advertising agencies in hopes that they'll use it to make
media-buying and planning decisions. MAAP has already been presented to agency executives
here, and MAB International managing director Connie Pettit said she plans to take it on
road shows to Brazil and Asia this summer.
MAAP users can determine the best allocation of their TV
budgets by inputting desired gross rating points or data representing the number of
viewing households. In this case, GRPs are specific to viewer demographics and cumulative
on a monthly basis. Users can allocate different GRP amounts between broadcast and pay TV.
MAAP generates a curve that illustrates the audience reach
that the inputted broadcast and/or GRP allocations would deliver by tapping a database of
channel ratings gathered over a four-week period.
By altering the broadcast/pay allocations, users can
determine the mix that will deliver the widest audience reach. Ideally, MAAP will
illustrate that by shifting more of their budget to pay TV, advertisers can achieve a
broad reach for the same cost.
Pettit said MAAP will initially roll out in Latin America
early this summer. MAB International has struck an agreement with research and
TV-audience-measurement firm Ibope International to supply it with pay- and
broadcast-ratings data from Mexico and Argentina.
Pettit said Asia will likely be MAAP's next market,
due to the wide reach of ACNielsen Corp., which measures TV viewing in 14 Asian markets.
David Woolfson, senior vice president of global research
for MAB International member Turner Broadcasting System International Inc., said he is
upbeat about MAAP. But he added that it could be difficult to convince
TV-audience-measurement companies to provide data for the MAAP ratings database.
Still, Woolfson said, local ad agencies that are clients of
the local TV-audience-measurement companies could pressure the firms to provide the data.
Pettit said MAB International is in discussions with Pan
European Television, a trade group of pay TV programmers in Europe, to rally their support