MFA Television Practice Exam

These questions are part of the practice quiz. Start practicing

• Which component does 'The When' relate to on a media plan?
• If you are buying 2 spots in the same program break, what might your buying goal be?
• During a post-analysis presentation, which factor would most likely lead to a better result if adjusted in the future?
• In the Melbourne TARPs example, which program contributed 10.0 TARPs?
• Why would you segment purchasers into Light, Medium, and Heavy purchasers?
• Which metric is most directly used to assess the cost efficiency of a TV program?
• Using the below Metropolitan audience numbers, what are the commercial audience shares for the commercial networks? SEVEN 670,000 NINE 665,000 TEN 550,000 SBS 325,000 ABC 300,000
• Which network would receive the largest budget share in a campaign where Seven's share is 37.5%, Nine's share is 45%, and STV's share is 17.5%?
• TV can be viewed live or recorded, how much viewing is done within 7 days of broadcast?
• What information should you supply to a Benchmarking Company reviewing your media buys for the last two years?
• We measure TV performance by the sum of unique viewers expressed as a percentage of the universe for the target demographic. What is this called?
• On a block plan you may outline day-part split. What does this refer to?
• If a viewer is watching programs on 7Plus, which of the following channel types are they viewing?
• What is the In-View % measurement defining?
• The FTA TV Networks are constantly introducing new programs into their formats. As part of optimising your TV buy, what would you do to combat these potential unknown audience levels of new programs?
• When building a media plan, why are CPMs and/or CPTs really important information?
• Which term best describes a market that is regional and uses diary surveys?
• In media planning, which metric represents the number of different people exposed to the campaign at least once?
• Which market combination is consistent with targeting the largest audience potential in metropolitan areas?
• What are the key metrics to track BVOD against?
• In the Melbourne and Adelaide TV buying plan, what is the target number of TARPs?
• To maximize message recall, which reach goal is recommended?
• If you have a total Net TV spend of $585,000, what is the media levy amount to be paid?
• Which item is not part of the 'When' component of a media plan?
• You are including BVOD to your Linear TV campaign. Your client has a FMCG product that runs a continuity campaign. How would you execute this buy at the trading desk?
• What will be the importance when VOZ TV measurement launches in Australia?
• If your TV campaign will deliver 55% 1+ Reach in Adelaide & Perth, what other element do you need to turn this 1+ Reach into actual thousands?
• You have allocated 30% of your 120 weekly TARPs to Off Peak programs. You have bought 12 spots that are Off Peak programs. What is the average Off Peak TARP?
• Is it possible to access Minute by Minute data for Channel 7's Top 5 programs viewed on devices such as Tablets, Smartphones, Smart TVs, PCs/Laptops and Gaming Consoles?
• Higher internet speeds due to the national NBN rollout are expected to drive growth for which platform?
• What key factors influence the cost of advertising on television?
• The TV Network has updated your bought National TV campaign in Holdings but the total gross spend does not match what you booked. Your TV rep is in a meeting so what initial steps could you take to narrow down where this issue is?
• As-Live viewing is defined as which description?
• If you are negotiating makegoods with the TV sales rep, what are you doing?
• One method to determine the ideal Reach and Frequency goal for your campaign is to look at when the campaign starts to bring in less return than what is spent, i.e., the 'Point of Diminishing Return'. How would you determine it?
• If your buying strategy is to place spots only after 20:30 during the week (Mon-Fri), would this have an impact on cost?
• If the gross cost of the TV campaign is $1,350,000 what is the budget you have to spend with each TV Network if Seven's share is 37.5%, Nine's share is 45% and STV's share is 17.5%?
• You have a Gross budget of $1,450,000 and the client asks you what the Media Levy will be. How do you work it out?
• Which data source provides minute-by-minute data for Channel 7's Top 5 programs?
• A men's shampoo brand wants to promote a price discount. Why would the TV brief have a target audience of Grocery Buyers?
• You have a client whose share of advertising within the category of Snackfood has been in decline, due to new brands entering the market. What would program sponsorship of a high rating program offer this brand?
• You are buying a TV campaign with the best lead time possible. Your planning CPTs are quite low, would you...
• Which statement best describes VOZ TV measurement's role for buyers?
• What % of the total Australian population watch TV each week?
• When evaluating a proposal from the TV Network what is important to check and why?
• If you are watching BVOD Live streaming, which device could you be viewing on?
• Which organization measures Subscription TV viewing in Australia?
• What could be a disadvantage to negotiating rates campaign by campaign and short term?
• What is the primary benefit of a single interface platform to buy Linear TV and BVOD across broadcasters?
• If a client is looking for 100% exclusivity. How do you define exclusivity?
• When you are evaluating cost efficient programs for your TV buy, what are you mainly looking at?
• What is the maximum number of minutes per hour of non-program matter that can be scheduled in Peak time on multi-channels?
• Which solution enables serving multiple creatives to different users within the same BVOD stream?
• In a post-analysis for a sponsorship, which item must be included?
• Which of the following is NOT a type of Free-to-Air viewing?
• In TV audience metrics, Reach is defined as the proportion of the target audience exposed to the advertisement at least once.
• If a Client asks you to provide a combined Reach & Frequency for NSW, what is the correct answer?
• How do you calculate TVC length ratios for a media buy?
• Time Shift Viewing allows viewing within which time window?
• What is a key strength of Television as an advertising channel?
• You are booking a campaign, your client has different creative executions that each appeal to either Light, Medium or Heavy users. How can you effectively serve these different executions via BVOD?
• What is BVOD best described as?
• You have bought a 4 week burst of TV activity, the Reach is 68% with an Average Frequency of 5. Can you work out the Total TARPs from this information?
• With a Final Buy spot printout due by 2pm and two Sydney programs not delivering as planned, is it feasible to update holdings and print a final buy by the deadline?
• Calculate the TARP, based on the information below: Women 18-39 audience potential (universe estimate) in Adelaide is 220,600 women 18-39yrs average audience for The Project is 15,000. What is the calculated TARPs?
• Your client has given you approval to book a full campaign that runs from February through to September. You book in the February burst first, and notice that you are able to achieve a much lower CPT than the campaign average CPT (the goal over the 7 months from February - September). With this cost savings you suggest buying more on-air weeks. Is this a good suggestion?
• Which targeting approach would best support incremental reach for a travel campaign?
• MxM ratings data represents which statement best describes it?
• On 7Plus, what is the purpose of BVOD On Demand viewing?
• Which party would not typically engage a Benchmarking Company?
• When choosing a media strategy for a home building client with two conflicting goals—high short-term sales and advertising when consumers are in the market—which strategy is recommended?
• Increased BVOD consumption has helped publishers in driving which outcomes?
• As a TV buyer what will VOZ TV measurement most mean to you?
• Why does Nielsen DCR have limited relevance to the measurement of BVOD consumption?
• Your client has advised you they will be engaging a Benchmarking Company moving forward. Which statement is true about Benchmarking Companies?
• In the cost-efficiency scenario, which program is the most cost-efficient option for an additional spot?
• In post-analysis for a sponsorship with 50% AFL exclusivity, what would be essential to report?
• When we follow the Ehrenberg Bass Model method in developing our target audience, which type of purchasers are we considering?
• Subscription TV viewing is measured by which organization?
• Which statement distinguishes live viewing from playback in terms of timing?
• Skewing programs to the front half of the week with roadblock aims for which buying goal?
• Which option correctly identifies MxM ratings data as Minute by Minute data?
• Your client is launching a new brand of sunblock which is due to be on shelf in Coles by early January, how will this timing affect your planning CPM?
• Which of the following best describes the Added Value components in reporting?
• In TV planning, a high 1+ reach goal over a short time frame typically requires what percentage of airtime in Peak Zone?
• The TV Planner has skewed programs to the front half of the week together with a Roadblock tactic. What would be your main TV buying goal?
• The Benchmarking Company is presenting back to the client and media agency the key findings of the last TV campaign. You are concerned as the auditor is suggesting your bonus airtime is low quality filler airtime. What reason could have affected the quality of the bonus airtime?
• Which of the following is NOT regulated for commercial Free-to-Air TV?
• Post Campaign Report (PCR) is a report that is provided to:
• Which elements would you include in an Added Value overview for the last TV burst?
• When assessing cost efficiency, which statement best describes the main consideration?
• A single interface will eliminate the need to use holdings, speeding up TV buying. Which option best reflects this idea?
• Which statement best describes a Solus (individual) market?
• Your burst of TV has finished and the finance dept has invoiced your client. 45 days after the end of the month the invoice is short paid by the cost of a spot in Sydney. What could have happened?
• Recorded or playback viewing is...
• BVOD tends to skew toward which demographic relative to Linear TV?
• A High Reach strategy is typically used to achieve which objective?
• Which platform is an on-demand/BVOD platform?
• If a client wants to reach as many of their audience as possible, what approach would you take?
• Time Shift Viewing refers to which description?
• Total TARPs may include duplicated audience reach. Which of the following statements is true about Total TARPs?
• If your BVOD buying strategy is Contextual Targeting, what would you be doing?
• You want to use BVOD to drive consideration of a new product range within an existing brand. What data would be very useful to you? Choose only ONE best answer.
• Which data type is most useful for driving consideration of a new product within an existing brand?
• Which option correctly matches the channel groups NWS, ATN, HSV, BTQ, and STW to their respective markets?
• Contextual Targeting in BVOD prioritizes advertising in what?
• Which statement best describes a Pulse flighting approach?
• Which statement best explains why monthly CPT should be used for multi-month campaigns?
• Which screen has the maximum share of BVOD as per the latest OzTAM?
• You are buying a TV campaign for a credit card brand, and there are two days left to take up the special introductory interest rate offer. What would you NOT consider as a component of this 2 day campaign?
• What does TARPs measure in budget planning?
• What would be a reason NOT to use a frequency strategy?
• Which platform benefits from higher speeds due to the national NBN rollout?
• When negotiating the discount for a Client off the Agency Rate card, what elements will be important for the TV Network to understand?
• Which of the following does not need to be submitted to clear ads?
• As-Live viewing occurs under which condition?
• BVOD consumption complements Linear TV because it tends to skew toward which audience?
• BVOD growth figures were reported by which organizations?
• When managing a TV buy in holdings, what key elements should you check?
• Total TARPs can be calculated by which formula?
• Which step is identified as useful when a TV network update creates a variance between booked spend and actual holdings?
• In TV campaign planning using the Ehrenberg Bass approach, which purchaser type is the primary target for growth?
• Which statement best describes Free-to-Air viewing?
• What is the average number of video capable screens in a household?
• What could be a key disadvantage of placing advertising in User-Generated Content?
• If you have a National CPT of $565 for a 30 second TVC, what would be the 15 Second CPT?
• Your brand's sales are broken out as follows: Light purchasers 70,000 with 2 units per person, Medium purchasers 47,000 with 4 units per person, Heavy purchasers 28,000 with 8 units per person. Which segment is the most valuable?
• If you are skewing your television buy to the front half of the week, what effect will this have on the cost efficiency of your campaign?
• What time of day does BVOD tend to peak?
• On average Australians watch how many hours of Linear TV?
• What is a Pulse flighting strategy for a product with a short purchase cycle?
• Which network had the largest metropolitan audience among the listed numbers? SEVEN 670,000 NINE 665,000 TEN 550,000 SBS 325,000 ABC 300,000
• In advertorial planning, which factor best indicates audience-relatable presentation?
• To advertise on Modern Family, what type of Video On Demand service would you use?
• In a TV buying brief aiming to deliver 100 TARPs in Melbourne and Adelaide with no reach goals, what tactic is best?
• Which platform is an example of a BVOD service?
• Your Holdings file has been loaded into a system; what will you be checking for when you do your Holdings check for the day?
• In a block plan, day-part split refers to the percentage allocated to which periods?
• Which of the following is NOT a Reach rule in Australia?
• Why is Brand Safety an important element in measuring BVOD?
• Benchmarking Company has been engaged. What are some of the metrics they may review?
• Which statement best describes post-analysis improvements in practice?
• If you are analysing your CPM by day for a target audience of AP18+, where are you likely to see greater cost efficiency?
• Recorded or playback viewing via a Television device is...
• Which segment has the smallest estimated population in the given breakdown?
• Your buying strategy has been set at 100% Off peak, and 20% of your TARPs appear in advertorials. If you have a fabulous TVC, what would the inclusion of the advertorials bring to your TV campaign?
• In BVOD measurement, which statement best defines the term 'In-View %'?
• Who would engage a Benchmarking specialist?
• The majority of viewing happens in the evening, this is called...
• After optimising the buy and making program changes on a National TV campaign, what is the next step in the process?
• You are viewing content on 7Plus. Why would you use 7Plus?
• According to IAB Australia and PwC digital, BVOD grew YoY by which range?
• Where can a film rated MA 15+ be allowed to advertise on the 9 Network?
• BVOD Live streaming could be viewed on which devices?
• If you discover that fashion brand customers are interested in cooking, how does this influence your media buy?
• What does 100% exclusivity mean in sponsorship terms?
• The following spot list of programs gives you a total of 25 TARPs in Melbourne: The Bachelor (8.0), The Block (10.0) and My Kitchen Rules (7.0). Which statement is TRUE?
• What would program sponsorship on a high rating program offer a brand that is losing share in its category due to new entrants?
• Your FMCG client's products distribution chain is through supermarkets, petrol stations and local corner stores. The sales team struggle selling more products in to the smaller locally owned stores. As the TV buyer can you help the sales team?
• BVOD is driving advertising spend growth because?
• You are buying a TV campaign within the 3 metropolitan markets that have the largest audience potential. Which markets would these be?
• What would be an advantage of buying BVOD direct IO?
• The Peak Zone airtime percentage associated with a high 1+ reach in a short time frame is what?
• What does a 1+ reach strategy emphasize?
• If you have a complex message to advertise so the TV Planner has set a higher Frequency goal, what is a buying tactic you could use to achieve this Frequency goal?
• After optimizing a national TV buy and implementing changes, which step confirms the changes occurred?
• Your client is a local bank and want to advertise four different savings plans. What TV planning strategy would you recommend?
• What is a key reason to use a continuity strategy for a house and land package campaign?
• When reviewing all advertorial opportunities across a network, which element is most important to consider?
• Your client is launching a new product into the market. If the objective of the TV campaign is to talk to as many of the target audience as possible, what approach would you recommend?
• Which buying demographic has the highest audience potential?
• Regular optimising of your TV buy is extremely important. What type of adjustments may be required in the lead up to the launch of your TV campaign?
• Which statement best describes the relationship between exclusivity and sponsorship programs?
• Heavy purchasers contribute how many total annual units, given 28,000 customers averaging 8 units each?
• For a campaign to be seen on all broadcast content across screens, what should you buy?
• Advertorial placements are typically characterized by which of the following?
• If you wanted to advertise on Television in the highest viewing period, when would you advertise and why is the viewing higher at that time?
• Which market location is an example of a diary-based audience data market?
• Your Fixed store retail client has briefed you to develop a media strategy for a short term clearance sale and asked you to recommend the required media budget. There is a lot of information you need to develop the media plan, but before you start, you need to determine the media planning goal. To do this, it is critical to know...
• Before determining the media strategy for a one-week EOFY run-out sale, what should you determine first?
• Which statement best defines Linear TV?
• What would be a key advantage to your Agency Trading Desk using a DSP?
• In a high-demand market, which statement best explains the availability of quality bonus airtime?
• As a TV Buyer, understanding market conditions is an important element of the buying process. What elements of the TV buy can market conditions effect?
• Which statement about BVOD's relationship to internet-enabled devices is true?
• What is the total metropolitan audience across SEVEN 670,000 NINE 665,000 TEN 550,000 SBS 325,000 ABC 300,000?
• What is the primary purpose of a TV rate card in advertising sales?
• Who would benefit from a single interface platform for TV buying?
• Which statement best defines Reach in TV audience metrics?
• Your airline client has a buying target audience of AP25-45 years for their new deals to Europe. How could you build targeted incremental reach to your TV buy by using BVOD?
• Which trading venue is typically used to access BVOD inventory programmatically via real-time bidding?
• Which of the following markets use a diary system for audience data collection?
• Which budget set is correct for the given network shares (Seven 37.5%, Nine 45%, STV 17.5% with a gross cost of 1,350,000)?
• What is WIN?
• What device might you use to view BVOD on an OTT device?