Ad scan report

Choose the slice, check what it contains, then download the workbook. With the full detail sheet — the default — every number above the detail is recomputable from it; ticking "top 20 only" trades that away for a smaller file, and the workbook says so on its cover.

v0.39.52

How to use this, and what the numbers mean

First, a token. The scan is market analysis, so the page asks for the token an admin gave you and remembers it on this device. Then three steps. Pick the slice on the left, check the preview underneath it (airings, brands, prime-time share, and the warnings if part of the window could not be read), then Download workbook. The file is the deliverable: twelve sheets, A4 landscape, ready to send.

For a client's own brand: set the window to the campaign weeks, choose the brand under Brand (subject), and add their real competitors under Compare with. For a market picture, leave the brand empty — that is the "whole category" view.

Airings: One detected advertisement on one channel: a 30-second spot is one airing, however many frames it spans.
Share of voice (SOV): How much of all the advertising in the window a brand accounted for. It is always measured against every advertiser in the window — never against just the brands listed, and never against the comparison set. Choosing a subject brand highlights it; it does not change anyone's percentage.
Prime time: The 18:00–23:00 local band. "Prime-time share" is how much of a brand's own advertising ran in it.
Ad load: How much of the channel's selected wall-clock time was advertising we could match to a creative. Unmatched advertising is missing from it, so read it as a detected share rather than a ceiling.
HHI: How concentrated the market is: below 0.15 is unconcentrated, above 0.25 concentrated.
Top 20 advertisers only: Makes a much smaller file, and the detail sheet then lists only the biggest advertisers — so the totals cannot be recomputed from it. The workbook says so on its cover when this is ticked.

Everything in the file is meant to be checkable: sheet 12_Methodology states every rule and caveat and ends with the workbook's own arithmetic — the same sums a reader would do by hand, each one PASS or FAIL. The raw rows behind the numbers are a separate, row-level export: tick Include the raw rows to get 90_Ads detail and 91_Sessions in the same file.

Reporting slice

From To

Dates are local broadcast dates (Europe/Ljubljana). Both ends are included.

Channels

TV SLO 1 TV SLO 2 PLANET TV POP TV KANAL A

Brand (subject)

The subject brand is highlighted. It never changes the share-of-voice denominator — that is always every brand in the window.

Compare with

Leave empty for the five largest brands. Selecting nothing is not an error.

Top 20 advertisers only (smaller file — market totals then cannot be recomputed from the detail sheet) Include the raw rows (90_Ads detail, 91_Sessions) — row-level data, not for client distribution

ROW-LEVEL DATA — NOT FOR CLIENT DISTRIBUTION. The appendices carry every detection behind these numbers and the sessions that were read. The file name will say _RAW.

Include the restricted operator-viewership appendix

What this slice contains

Reading the scan…

The default workbook holds thirteen client sheets: cover, summary, brand vs competition, brand by channel, prime time, timing, brand in the break, programmes, creative strategy, category, channels, recommendations and methodology. It is A4 landscape and prints to PDF without adjustment.