net homes
Definition:
The boundaries of an ITV CONTRACTING COMPANY'S broadcasting area are set by the inclusion all local government administrative units in which the station's signal is receivable by at least 15 per cent of all households. Since the ITV network can potentially reach the whole country, except the most remote areas, it follows that up to 85 per cent are in the broadcasting area of a different company and that there is therefore considerable potential for overlap of reception at the boundaries. It is normal for both neighbouring contracting companies to claim all the households in the administrative area as their UNIVERSE. For campaign planning purposes, however, it is usual for 'dual-channel' households to be split 50/50 between the two companies and for 'triple-channel' households, common enough in the South East of England, to be allocated by thirds. The result is a set of notional audience figures called the 'net homes' of the respective areas, as distinct from their universes.
Cross-References:
[contracting companies]
[universe]
[ITV homes]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].