Television Advertising Bureau (Surveys) Ltd (TABS)
Definition:
A UK commercial research company which has been running a continuous quantitative survey of television ADVERTISING EFFECTIVENESS since 1976. Viewers recruited to the TABS panel watch programmes of their own choice, and record their reactions to all COMMERCIALS they happen to see by means of specially designed self-completion questionnaires which can be completed very quickly thanks to clever use of 'shaped' scales. The TABS National Brand Standing Monitor delivers to subscribers a monthly measure of advertising visibility and brand standing for 100 brands, derived from weekly interviews with 250 housewives and 200 men. The TABS On-Air Panel continuously monitors 2,000 housewives and 1,500 males in the London ITV broadcasting area, recording the same two performance measures plus emotional reaction to the commercial.
Cross-References:
[commercial]
[advertising effectiveness]
[TABS]
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© 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],.