What is Holding Capacity? At its core, Holding Capacity is a measurement of a station's ability to hold revenue within a market. It plays a crucial role in analyzing cost per rating or impression point, helping stations understand their expected market revenue share.
Navigating the Holding Capacity Model:
Customizable Time Periods: Customize the X-axis periods using the "Time Period" drop-down option at the top of the screen.
Plot Type: Switch between overall holding capacity shares, TRP shares, or raw TRPS.
X-Axis: Allows you to choose between a quarter and yearly view.
Revenue Type: Allows you to select one or multiple revenue types.
Chart Legend: Select other stations in the market, or see national averages by clicking directly on the name.
1. Switching from Nielsen to Comscore? No Problem.
Holding Capacity integrates seamlessly with Comscore via API. Transitioning is straightforward, requiring minimal effort—just a few emails to obtain Comscore approval.
2. Want to Compare Nielsen and Comscore Data?
Absolutely. For stations subscribed to both services, we can create a dual Holding Capacity model that includes information from both systems for a small monthly fee. This allows you to compare and contrast shares produced by each system.
3. Market Ratings Are Down - Can Holding Capacity Help?
Yes. Even if overall market ratings or impressions decline, your station's share may increase, enhancing your pricing power. Holding Capacity analyzes these dynamics to provide valuable insights.
4. No Audit? No Problem.
Even without a traditional audit, Holding Capacity can estimate your market position. By utilizing available units and ratings/impressions, ShareBuilders can produce a market model to help estimate your share.
5. Using Impressions Instead of Ratings?
Holding Capacity is fully functional using either Ratings or Impressions in Comscore. We're also considering incorporating Nielsen Impressions based on client interest—let us know if you're interested!
6. Need Help with Budgeting?
We build Holding Capacity models for the following year during the summer, aligning perfectly with budget season. This tool helps clients predict their future shares, guiding budgeting decisions and setting realistic forecast expectations.
7. Losing a Major Sports Package - What’s the Impact?
The ShareBuilders Holding Capacity Model includes sports information, unlike models provided by Rep Firms. We track changes in network sports schedules and adjust them to provide accurate views of expected shares. Local sports adjustments are also available upon request.
8. How are my Competitor's Rates so Low?
While Holding Capacity can't access a competitor's skim data, we can predict unit counts effectively using well-researched estimates. Understanding programming types and buyer behavior, we explain factors like aggressive pricing due to increased available inventory and the strategy of spreading advertising spend across multiple stations.
