What do MGB and Main Grocery Buyer mean?
It’s important for advertisers to know they’re reaching the people in a household that actually make purchase decisions, so OzTAM developed methods to record which members of a household are watching at any particular time. In each household, one member will be declared to be the Main Grocery Buyer (MGB), the ones who does most of that household’s weekly shopping. Others can be “alternate shoppers” (any household member over 13 years of age who does some shopping). This key element of the ratings data helps decide which ads are run during which shows.